AT&T
SHAMS IS EVERYWHERE
WHAT IF SHAMS REALLY WAS EVERYWHERE?
A playful take on Shams Charania’s reputation for always being connected, turning his nonstop presence around the NBA into a literal idea.
THE OPPORTUNITY
Making connectivity part of the joke.
Shams had already built a reputation as one of basketball’s most connected insiders. For AT&T, that created an opportunity to build the brand around something audiences already associated with him rather than forcing connectivity into the story.
THE IDEA
What if Shams really was everywhere?
A playful take on Shams Charania’s reputation for always being connected, turning his nonstop presence around the NBA into a literal idea.
FROM CONCEPT TO SET
Turning one joke into an entire production.
THE FINISHED WORK
IMPACT
Shams is everywhere, indeed.
The campaign took Shams’ always-connected persona and turned it into a concept that reached audiences at scale, drove engagement and earned recognition for its craft.83M+
Impressions
6.38%
Overall Engagement Rate
INDUSTRY RECOGNITION
Craft that got noticed - 2X
