AT&T Neighborhood
AT&T's launch of its multi-gigabit internet service marked a significant step in offering ultra-fast speeds to meet the demand for high-bandwidth applications. To promote this launch, my team took on the challenge of illustrating that a fast internet connection is the backbone of daily life in a unique way.
We developed the AT&T Neighborhood, a fun depiction of multi-generational homes and businesses, featuring company elements, AT&T-sponsored athletes, influencers, and numerous easter eggs.
Conceptualized and strategized the project, setting the creative vision
Collaborated closely with the illustrator, guiding the concept development
Led the development of an inclusive character set that authentically represented diverse communities and experiences
Ensured cohesive messaging by collaborating with social and business teams, aligning with strategic goals
Curated a selection of company-related elements and easter eggs, enriching the creative with meaningful details
My Role
Our goals were to create an engaging and detailed illustration that reflects the diverse needs, experiences, and moments of connection in our communities.
We crafted a narrative around multi-generational homes, local businesses, and playful characters from different backgrounds and abilities, all connected by AT&T's advanced network. The neighborhood celebrated diversity through thoughtfully designed characters and scenarios, while adding an element of fun by sprinkling the illustration with easter eggs, from iconic superheroes to nostalgic references, inviting audiences to explore and discover.
Our Approach
Engagement
We leveraged this creative piece for an Instagram grid takeover, breaking the larger illustration into segments for a captivating visual experience.
We also encouraged our audience to engage with the content by counting connected devices and AT&T All-Fi images for a chance to win prizes.
Through authentic storytelling, we highlighted how people of all backgrounds share the universal need for fast and reliable connectivity, showcasing diverse experiences in gaming, remote work, and small business operations.
