A POCKET FULL OF PHONES
AT&T
HOW MANY PHONES DOES AN NBA INSIDER REALLY NEED?
For the third year of the partnership, 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 OPPORTUNITY
FIND ANOTHER SIDE OF SHAMS.
By year three, we had already played with Shams being everywhere and taken his always-connected world on the road.
The challenge was finding another recognizable piece of his persona that could give the partnership somewhere new to go.
THE IDEA
PUT THE PHONES FRONT AND CENTER.
Shams’ phones are practically supporting characters in his career.
Rather than simply talking about connectivity, the concept used the sheer number of devices competing for his attention as the creative device, turning an authentic part of his working life into the story.
HOW WE MADE IT
THE FINISHED WORK