AT&T
Three years. Three creative concepts. One evolving partnership
A multi-year branded content partnership built around NBA insider Shams Charania and the always-connected world surrounding basketball’s biggest stories.
Connect with NBA fans without interrupting them.
THE OPPORTUNITY
AT&T wanted to strengthen its connection with NBA audiences in a way that felt natural to how fans were already consuming basketball culture and breaking news.
Shams was a natural fit. His entire world revolves around speed, access and staying connected, giving us a credible foundation for building AT&T into the story rather than placing the brand around it.
THE IDEA
Build the partnership around Shams.
Instead of treating Shams like talent dropped into unrelated concepts, we built each campaign around something audiences already knew about him: he’s always connected, always working and seemingly everywhere at once.
Each year gave us an opportunity to take that persona somewhere new while keeping the relationship between Shams and AT&T at the center.
THE CAMPAIGNS
One partnership. Built to keep evolving.
Each year, we found a new creative angle rooted in what makes Shams unique: his access, perspective and always-on connection to the NBA. From the studio to the streets of Miami and beyond, the setting and concept changed, but the connection between Shams and AT&T remained.
2022
SHAMS IS EVERYWHERE
What if Shams really was everywhere?
We took Shams’ reputation for always being connected and pushed it to an absurd place, revealing him seemingly everywhere on a production set, both in front of the camera and behind it.
2023
SHAMS IN MIAMI
Taking the NBA’s biggest insider on the road.
We took Shams out of the studio and into Miami, following him across the city as he stayed connected to the NBA from wherever the story took him.
2024
POCKET FULL OF PHONES
Pushing Shams’ always-connected world even further.
For the third chapter, we leaned into one of the most recognizable parts of Shams’ world: the constant stream of phones, messages and breaking news that follows him everywhere.
THE IMPACT
One project became a three-year partnership.
3 Years
Multi-Year Partnership
3 Campaigns
Distinct Creative Concepts
1 Talent Partnership
A Deeper Connection With NBA Fans
MY ROLE
From concept through production.
I helped develop the creative concepts, shape the creative direction and guide the work from pre-production through final delivery across all three campaigns.
Creative Direction
Concept Development
Production Leadership
Branded Content Development