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Michel Gondry and Kathryn Bigelow Direct New Films for AT&T's Masters Campaign

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The new films support a number of ongoing AT&T campaigns, celebrating the company's values and vision

Michel Gondry and Kathryn Bigelow Direct New Films for AT&T's Masters Campaign
For AT&T, The Masters has historically been its Super Bowl moment, an opportunity to unveil bold new advertising work — and this year is no exception.

AT&T has debuted new work in support of its business enterprise platform (“Edge-to-Edge”), employee activism (“Believe”), distracted driving (“It Can Wait”) and Gender Equality (“My Story”) campaigns. Taken together, the advertising celebrates AT&T’s values, people, and most importantly, its technology vision. Advertising was created by BBDO, working in partnership with a team of Omnicom agencies including Hearts & Science, Critical Mass, Tribal and UNLTD. Work for “When They Tell My Story” was done by an in-house team from AT&T and Turner. In addition, the work features contributions from A-List filmmakers such as Michel Gondry and Kathryn Bigelow.

In addition to airing during The Masters, the advertising will also appear on AT&T’s social media channels and select broadcast and cable television programming.


AT&T Business Enterprise

AT&T Business is using The Masters as a platform to launch a new campaign targeting mid-sized business. Directed by Academy-Award winner, Michel Gondry — known for his distinct visual style — the spots use portals as a visual metaphor for Edge-to-Edge Intelligence, showing how the portals show up to give business decision makers and owners the power to see and react to every corner of their business. It’s a simple visualisation that shows how Edge-to-Edge technology gives businesses, especially growing businesses, a competitive advantage. 

"Athletic Shoes"


"Gelato"


"Edge Business"


AT&T Believes, ‘Roll Up Your Sleeves’

“AT&T Believes” is a nationwide effort to support the ideas of employees that help with creating positive change where they work and live. The first program launched in Chicago last fall with the goal of economic change in Chicago’s most distressed neighborhoods. Starring real AT&T employees, “Roll Up Your Sleeves” personifies how the new AT&T Believe campaign transforms the passion of its employees into actionable programs that help ignite and revitalize the communities where they live and work.



5G, “It Can Wait”

For the past decade, AT&T has been an industry leader in distracted driving awareness initiatives. As we enter a 5G world, AT&T is addressing the evolution of technology in its latest installment of the “It Can Wait” campaign, now in its tenth year. Directed by Academy Award winner Kathryn Bigelow, the futuristic spot tells the story of a family out for a Sunday drive — distraction free in their fully autonomous car made possible by 5G technology. The ad helps people imagine how a technology like 5G will transform driving altogether while taking distracted driving off the table. 



Gender Equality, “When They Tell My Story”

AT&T is launching a new spot focused on gender equality. Women are drastically underrepresented in today’s media landscape — and when they are portrayed, it’s often in a stereotypical, inaccurate way. During the Masters, the company will showcase its commitment to gender equality with an inspirational 30 second spot that chronicles the emotional connection of young girls growing into the game of golf.







Credits: 

Title: “Anthem”, “Gelato”, “Athletic Shoes”
Creative Agency: BBDO
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
EVP, Group Executive Creative Director: Matt MacDonald
EVP, Executive Creative Director: Daniela Vojta
EVP, Executive Creative Director: Susan Young
SVP, Senior Creative Director: Kara Goodrich
VP, Creative Director: Pebble Goh
EVP, Group Account Director: Kathryn Brown
SVP, Senior Account Director: Sarah Morrison
Account Director: Jesse Barnett
EVP, Group Executive Producer: Julie Collins
VP, Executive Producer: George Sholley
Executive Music Producer: Melissa Chester
Business Manager: Adele Solomon
Integrated Talent Supervisor: Dawn McCormick

Production Company: Partizan
Director: Michel Gondry
Managing Director / Executive Producer: Lisa Tauscher
Executive Producer / Head of Production: Molly Griffin
Line Producer: Raffi Adlan
Director of Photography: Shawn Kim

Editing Company: Cosmo Street Editorial
NY Executive Producer: Maura Woodward
LA Executive Producer: Yvette Cobarrubias
NY Producer: Anne Lai, Luiza Naritomi
LA Producers: Kacie Gomez
Editors: Tessa Davis
Assistant Editors: Josh Berger, Taylor Morano, Habib Semaan, George Irizarry

Visual Effects & Finishing: The Mill
Senior Producer : Erin Hicke
VFX Coordinator: Mary Mondrus
Creative Director / 2D Lead: Glyn Tebbutt
2D Team: Tim Rudgard / Franz Kol / Katerina Aroyyo / Jeannie Huynh (Remedy) / Daniel Lang / Matthew
Dobrez / Lisa Kim / Tim Robbins
Design Lead / 3D Lead: Fredrick Ross

3D Team: Katie Yancey
Design Team: Patrick Kipper / Greg Rubner / Anastasia Skrebneva


Audio Finishing: Sonic Union
Producer: Patrick Sullivan
Sound Engineer: Steve Rosen

Music Company: Beacon Street Studios
Composers: Beacon Street Studios
Executive Producer: Leslie DiLullo

Telecine Color: The Mill
Telecine Artist: Adam Scott
Senior Color Producer: Liza Kerlin
Color Assists: Nate Seymour / Gemma Parr / Logan Highlen


Title: ICW 5G Until Then
Creative Agency: BBDO
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Group Executive Creative Director: Matt MacDonald
Executive Creative Director: Daniela Vojta
Executive Creative Director: Susan Young
Creative Director: Robert Wakeland
Creative Director: Stephen Winston
Director of Integrated Production: David Rolfe
Group Executive Producer: Julie Collins
Executive Producer: Adam Perloff
Senior Account Director: Kathryn Brown
Account Director: Katie Hollenkamp
Account Manager: Katelyn Burns
Chief Strategy Officer: Crystal Rix
Head of Integrated Strategy: Thomas Han
Strategy Director: Ben Bass
Director of Project Management: Natalie Taylor

Production Company: Smuggler
Director: Kathryn Bigelow
Co-Founder: Patrick Milling-Smith
Co-Founder: Brian Carmody
Chief Operating Officer: Andrew Colón
Executive Producer: Allison Kunzman
Line Producer: Donald Taylor

Editorial Company: Lost Planet
Editor: Hank Corwin
Assitant Editor: Kenji Yamauchi
Executive Producer: Krystn Wagenberg
Producer: Casey Cayko

Finishing / VFX: Mill NY
Chief Creative Officer: Angus Kneale
Creative Director: Gavin Wellsman

Colorist: Fergus McCAll
Executive VFX Producer: Eliana Carranza-Pitcher
Executive VFX Producer: Heath Raymond
Senior Producer: Nirad “Bugs” Russell
Co-ordinators: Christina Chung
2D Leads: Siro Valente
3D Lead: Agit Menon

Sound Design: Brian Emrich

Audio Post: Wave Studios, NY
Engineer/Mixer/ Additional Sound Design: Chris Afzal


Title: Believe – “Roll Up Your Sleeves”
Creative Agency: BBDO
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Chief Creative Officer, Chicago: Andres Ordonez
Group Executive Creative Director: Matt MacDonald
Executive Creative Director: Vince Cook
Creative Director: Dan McCormack
Creative Director: Jon Leachman
Creative Director: Cinzia Crociani
Creative Director: Fernando Passos
Associate Creative Director: Brynna Aylward
Associate Creative Director: Dane Canada
Junior Copywriter: Angela Williams
Junior Art Director: Allie Salzman
Director of Integrated Production: David Rolfe
Group Executive Producer: Julie Collins
Executive Producer: Melissa Tifrere
Junior Producer: Michael Ritchie
Senior Account Director: Kathryn Brown
Account Director: Katie Hollenkamp
Account Manager: Katelyn Burns
Account Manager: Caroline Main
Chief Strategy Officer: Crystal Rix
Head of Integrated Strategy:Thomas Han
Strategy Director: Ben Bass
Senior Project Manager: Currey Dorris

Production Company: Little Minx
Director: Malik Sayeed
Line Producer: Mark Hwang
Executive Producer: Helen Hollien
Founder: Rhea Scott

Editorial: Rock Paper Scissors NY
Editor: Carlos Arias
Assistant Editor: Ashley Tantillo
Executive Producer: Eve Kornblum
Producer: Julianne Cort
Post Producer: Barbara Kontarovich

Finishing / VFX: Company 3
Colorist: Tom Poole
Producer: Alexandra Lubrano
Assistant: Jenny Montgomery

Music: “Nobody Knows” by TL Barrett and the Youth for Christ Choir

Audio Post: Post Human
Post Producer: Justine Cortale and Patrick Sullivan
Engineer RUYS: Mike Marinelli

BTS Shooting and B Unit Camera
B Unit Cinematographer: Kirby Griffin
BTS Camera:Tom Ciciura
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Genres: People, Storytelling

Categories: Utilities, Mobile Network

BBDO New York, Mon, 15 Apr 2019 14:07:54 GMT