AT&T - Warner Brothers
AT&T - Warner Brothers
Flagship Experiential Platform
Flagship Experiential Platform
Flagship Experiential Platform
A governed experiential brand platform for multi-screen retail—uniting synchronized AV, spatial storytelling, and quarterly content refresh into one cohesive system.
A governed experiential brand platform for multi-screen retail—uniting synchronized AV, spatial storytelling, and quarterly content refresh into one cohesive system.
Categories
OOH/Experiential
Motion & Live
Integrated Campaigns
Industry
Retail & eComm
Entertainment
At a Glance:
The Ask:
Turn AT&T’s flagship retail stores into a cinematic, sales-driving experience that aligns with Warner Bros. launches and quarterly merchandising cycles—without becoming a theme park.
The System:
A modular multi-screen AV content system with synchronized playback, spatial storytelling, and high-volume asset refresh—packaged as governed toolkits, templates, and delivery specs for install partners and in-house teams.
Outcomes:
More meaningful customer engagements, significant social reach, and measurable lifts in key retail conversions—proving content can be a performance driver, not just atmosphere.
At a Glance:
The Ask:
Turn AT&T’s flagship retail stores into a cinematic, sales-driving experience that aligns with Warner Bros. launches and quarterly merchandising cycles—without becoming a theme park.
The System:
A modular multi-screen AV content system with synchronized playback, spatial storytelling, and high-volume asset refresh—packaged as governed toolkits, templates, and delivery specs for install partners and in-house teams.
Outcomes:
More meaningful customer engagements, significant social reach, and measurable lifts in key retail conversions—proving content can be a performance driver, not just atmosphere.
(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.
We framed the work as an omnichannel system—not a one-off campaign—so the brand moved consistently across OOH/experiential, motion, and digital touchpoints.
(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.
We framed the work as an omnichannel system—not a one-off campaign—so the brand moved consistently across OOH/experiential, motion, and digital touchpoints.
(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.
We formalized a governed AV content system—toolkits, templates, and delivery specs—so partners could execute at speed without drift.
(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.
We formalized a governed AV content system—toolkits, templates, and delivery specs—so partners could execute at speed without drift.
(Impact)
This wasn’t just content — it became a driver of in-store performance.
What began as screen content to support AT&T’s pivot into entertainment evolved into a retail AV platform engineered around business goals. Built to flex with quarterly campaigns and Warner Bros. releases, the system turned screens from passive décor into an active conversion driver.
By partnering with the install agency and aligning to merchandising cadence, I led multi-zone, synchronized experiences with clear governance—templates, timing rules, and delivery specs—so updates shipped quickly and stayed on brand.
(Impact)
This wasn’t just content — it became a driver of in-store performance.
What began as screen content to support AT&T’s pivot into entertainment evolved into a retail AV platform engineered around business goals. Built to flex with quarterly campaigns and Warner Bros. releases, the system turned screens from passive décor into an active conversion driver.
By partnering with the install agency and aligning to merchandising cadence, I led multi-zone, synchronized experiences with clear governance—templates, timing rules, and delivery specs—so updates shipped quickly and stayed on brand.
The impact was breathtaking:
What the platform enabled—measurable lifts in reach, engagement, and retail conversion:
The impact was breathtaking:
What the platform enabled—measurable lifts in reach, engagement, and retail conversion:
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 governed, synchronized AV system, flagship stores operated like living billboards—reframing AT&T’s identity for an entertainment era.
Delivered while Co-Founder & Chief Creative Officer at The New Blank
(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
