AT&T - Warner Brothers
Categories
Multiscreen
Creative Direction
Strategy
I built and led the team that created massively multiscreen OOH experiential takeovers for multiple stores and configurations nationwide, with simultaneously operating timelines, produced fresh every three months.
(Overview)
Bytes, Sights, and Sleepless Nights: Confessions from the Trenches
In today’s market, video and interactive content isn’t limited to 16:9 or 1.85:1. A single business can have multiple displays running content from numerous delivery systems different from store to store. AT&T had merged with Warner Brothers and was pivoting from a telecom company to an entertainment company. In this effort, they wanted to create takeover experiences in their flagship stores for select Warner Brothers content releases. These would happen quarterly. An agency specializing in experiential installations approached us to handle all the video content development.
Our goal was to develop a solution that enhanced immersion and the overall experience and utilized the available technology to create truly innovative and remarkable content that brought the wow factor to the events.
I conducted extensive research into the technology, floorplans, and sightlines to achieve this. I worked with the agency to see if there were any opportunities for the video and the installation to work together. My research informed my design approach, allowing us to craft content that utilized the entire canvas, whether they were directly connected or not. Developing a choreography unique for each store while leveraging content strategically where we could.
The project required over 72 hours of original content through 350 deliverables played over 200 individual and choreographed screens. We calculated we would hit over 380 rendering hours and produce approximately 30 Terabytes of data every three months. The art had to be engaging, the work had to be technically flawless, the assets we would receive were never what we planned for, and we had an extremely tight turnaround each time, scaling rapidly to cover the first project.
We made it happen through collaboration across various teams, emphasizing the importance of communication and teamwork in achieving a shared vision. I wove the production workflows to maximize productivity and minimize downtimes and implemented modified Scrum methodologies to streamline content creation through changes and challenges, ensuring that the outcome was timely, on budget, and effective.
Ultimately, the project resulted in a measurable and marked lift for AT&T and the various Warner Brothers properties while creating a remarkable opportunity for engagement with the fan bases.
By doing my homework, creating organized workflows, leading multiple cross-functional teams and tapping into my inner fanboy, I delivered solutions that not only met business objectives but also surprised and delighted users.
Project Impact Overview
This OOH campaign significantly enhanced Warner Brothers and AT&T’s visibility, resulting in 163m impressions on social media in the first four days of each event. With lines around the block at each store during each activation, we saw over 6,000 customer engagements on individual attractions. This created significant lift with Premium Video sales jumping 14%, Postpaid Voice climbing 10%, and Broadband soaring 55% not to mention a 177% increase in DirecTV signups.
The collaboration fostered a strong partnership with the client, leading to additional projects and a long-term relationship. This project’s measurable success underscores our dedication to delivering impactful solutions that drive results.
Moreover, due to my unique deep knowledge of their need and use case, I was tapped by AT&T to help them plan for the next round of display and delivery technology to be used in all their stores nationwide. My consultation created wide spread efficiencies in content creation, delivery and distribution resulting in massive savings year over year.
By any metric, the project not only achieved its initial goals but was also a wild success that paved the way for future opportunities. It demonstrated the power of deep learning and strategic leadership coupled with fantastic design, editorial, and animation.
(Testimonials)
