AT&T - Warner Brothers
AT&T - Warner Brothers
Flagship Experiential Takeover
Flagship Experiential Takeover
Flagship Experiential Takeover
As AT&T shifted from telecom to entertainment, I led the creative development of immersive AV content that transformed flagship retail stores into cinematic brand experiences. The result: a multi-screen storytelling ecosystem built for flexibility, engagement, and awe.
As AT&T shifted from telecom to entertainment, I led the creative development of immersive AV content that transformed flagship retail stores into cinematic brand experiences. The result: a multi-screen storytelling ecosystem built for flexibility, engagement, and awe.
Categories
Experiential Design
Multiscreen
Out Of Home
Creative Direction
Entertainment & Media
Strategy
Technology-led Creative Strategy
Strategy
This wasn’t just content — it became a driver of in-store performance.
What started as a content initiative to support AT&T’s pivot into entertainment quickly became a strategic AV ecosystem, engineered to support core retail objectives. Designed to adapt to quarterly campaigns and Warner Bros. media launches, the system transformed screen content from passive background to active conversion driver.
By partnering with the installation agency and aligning with merchandising cycles, I led the creation of immersive, multi-zone screen experiences that didn’t just tell stories — they moved product.
This wasn’t just content — it became a driver of in-store performance.
What started as a content initiative to support AT&T’s pivot into entertainment quickly became a strategic AV ecosystem, engineered to support core retail objectives. Designed to adapt to quarterly campaigns and Warner Bros. media launches, the system transformed screen content from passive background to active conversion driver.
By partnering with the installation agency and aligning with merchandising cycles, I led the creation of immersive, multi-zone screen experiences that didn’t just tell stories — they moved product.
The impact was breathtaking:
The impact was breathtaking:
Social Media Impressions
163m
opening weekend
Social Media Impressions
163m
opening weekend
Customer Engagements
6,000+
each activation
Customer Engagements
6,000+
each activation
Broadband Sales
+55%
Premium Video Sales
+14%
DirecTV Signups
+177%
Social Media Impressions
163m
opening weekend
Customer Engagements
6,000+
each activation
Broadband Sales
+55%
Premium Video Sales
+14%
Premium Video Sales
+14%
Premium Video Sales
+14%
DirecTV Signups
+177%
DirecTV Signups
+177%
Social Media Impressions
163m
opening weekend
Customer Engagements
6,000+
each activation
Broadband Sales
+55%
DirecTV Signups
+177%
By architecting a scalable AV system rooted in storytelling and business strategy, we turned flagship stores into living billboards — and helped reframe AT&T’s identity for a new era.
By architecting a scalable AV system rooted in storytelling and business strategy, we turned flagship stores into living billboards — and helped reframe AT&T’s identity for a new era.
(Overview)
Strategic Challenge
How do you turn a retail footprint into a cinematic experience — without turning it into a theme park? My task was to concept and produce screen content that would seamlessly integrate with each flagship’s physical footprint, reinforce the entertainment positioning, and evolve quarterly with the combined AT&T and Warner Bros. marketing calendar. This meant aligning with Warner Bros. IP, staying flexible across screen arrays, and working with the install agency to choreograph an experience that felt intentional, not incidental.
(Overview)
Strategic Challenge
How do you turn a retail footprint into a cinematic experience — without turning it into a theme park? My task was to concept and produce screen content that would seamlessly integrate with each flagship’s physical footprint, reinforce the entertainment positioning, and evolve quarterly with the combined AT&T and Warner Bros. marketing calendar. This meant aligning with Warner Bros. IP, staying flexible across screen arrays, and working with the install agency to choreograph an experience that felt intentional, not incidental.
(Architecture)
The Approach
Crafting a Multi-Screen System That Could Flex, Scale, and Sell
I developed a modular AV content strategy designed to flex across various store configurations, screen technologies, and merchandising priorities. Working closely with the installation agency, I built content systems that supported synchronized playback, spatial storytelling, and high-volume asset refresh. These weren’t just animations, they were orchestrated brand moments, woven into the customer journey at every scale and angle.
(Architecture)
The Approach
Crafting a Multi-Screen System That Could Flex, Scale, and Sell
I developed a modular AV content strategy designed to flex across various store configurations, screen technologies, and merchandising priorities. Working closely with the installation agency, I built content systems that supported synchronized playback, spatial storytelling, and high-volume asset refresh. These weren’t just animations, they were orchestrated brand moments, woven into the customer journey at every scale and angle.
(Testimonials)
“Bobby is whip-smart and a gifted storyteller – with a deep understanding of the creative talents and technical expertise required to bring big ideas to life. He’s high energy, quick to pivot and problem-solve, and always checking in to be sure the original vision is realized.”
-Suzie Schofield
-Suzie Schofield
Creative Director / Twenty Four 7
Creative Director / Twenty Four 7
