Client: AT&T | Year: 2021 | Agency: Wasserman | Role: Senior Art Director, Copywriter: Cam Curran, Designer: Angela Yen, 3D Artist: Chris Blechar
In June of 2021, the Tribeca Film Festival opened in tandem with the city of New York after a disastrous year of Covid cases. I worked with AT&T to activate across the boroughs to bring TFF to the masses.
Celebrating Tribeca Film Festival’s 20th anniversary as a leader in innovative storytelling, AT&T looked to the next 20 years as a way to represent, connect, and elevate the diverse voices that bring the industry, and the world, closer together.
To keep the programming fresh over the festival’s 10 days, we divided up the schedule into distinct, topical pulses that each focused on underrepresented creators within a broader category of the film industry.
Drawing inspiration from the thematic of Future in Focus, we created a visual language that mixed soft and sharp focus and sprinkled in pulse colors.
The colorful palette (brighter than AT&T traditionally goes with) was extremely popular with everyone who visited.
We designed the 30’x20’ space to include a showcase of past Untold Stories Winners, focal shift glass, and an engaging social GIF takeaway.
Ten cameras simultaneously snapped a photo to capture a single moment frozen in time that oscillated between in focus and out of focus in the GIF loop for a fun and unique effect.
For those that didn’t feel comfortable attending the festival IRL, we created a website that housed exclusive panels with underrepresented filmmakers, trailers from winning Untold Stories films, and game trailers by female developers. Check it out here.
Every day of the festival, new content was added to the website that we shot at the WarnerMedia Innovation Lab over the course of ten days.
Keeping everything Covid-compliant, the indoor set at WMIL was only used for talent and crew, and live broadcasted to the AT&T Spotlight at Battery Park.
The entryway to the WarnerMedia Innovation Lab features an immersive video room. We crafted a 10 minute immersive loop that welcomed guests everyday and highlighted past Untold Stories winners’ film trailers.
And finally, we brought a live orchestra performance to a Tribeca Festival documentary screening about a female conductor who we then interviewed for a panel after the film.