AT&T TV Evergreen Sports Key Art
In an effort to use entertainment and technology for social advancement and promote new AT&T products and services, AT&T teamed up with LeBron James in a strategic partnership to work within the AT&T family of brands.
AT&T TV is a new TV service that brings live TV and video streaming—at no additional cost. This new service provides hundreds of live TV channels which include sports. In addition, the service also includes a voice remote with Google Assistant. You can change channels, search for entertainment, control your smart home and have your questions answered by Google all with voice control. My role was to design evergreen key art which featured our brand ambassador LeBron James in a national ad campaign that communicates how the new AT&T TV brand dominates in sports coverage.
During my design process I remembered a previous creative concept that I had pitch in 2015 with Peyton Manning, and in 2017 with both Derek Jeter and Hannah Davis (our former DIRECTV GENIE spokes model). In both concepts the viewer (Peyton and Derek) are teleported into a wonderful experience through their DIRECTV service while sitting in front of their Televisions. I believed that this concept would work well in telling this story, and in January of 2020, the client finally agreed.
I used dynamic and bright stock images of athletes and neutral colored 3D living room renderings that created a balanced and believable home environment. This background also showcases the sports content theme, which draws attention to LeBron James, our logo and messaging.
I used dynamic and bright stock images of athletes and neutral colored 3D living room renderings that created a balanced and believable home environment. This background also showcases the sports content theme, which draws attention to LeBron James, our logo and messaging.
CLIENT
AT&T
ROLE
Art Direction
Concept Design
DELIVERABLES
Original Creative
Print & Digital Advertising
CATEGORY
Key Art Design
Branding
Advertising
My original comprehensives from 2017 and 2020.
My original comprehensives and explorations post photoshoot.
Additional sketches and comprehensives can be made available upon request.
SVP Creative Services Roger Hyde
VP Creative Services John Vetter
Copy Creative Director Richard Griffin
Creative Director Nicole Gunther
Associate Creative Director Brant Louck
Senior Art Director Monica Foronda
Copywriter Michael Polovsky
Illustrator Chris Martinetti
VFX/3D David Katz-Rajmi
Retouching Nina Marie Rambo Girod
Retouching and VFX Manager Billy Lewis
Sports Stock Photographer Dmytro Aksonov