AT&T // Us the Duo

Teaming up for the second time with agency duo Rory Forrest and Ben Beale (the first being VH1's Dating Naked Viral Stunt), we worked with Fullscreen and AT&T to select personal stories from thousands of Us the Duo fans.  AT&T's partnership with Fullscreen, Hello Lab, aimed to take a longer-term, collaborative approach to content creation and marketing that adds value to both the creator and the fans.  

After we combed through thousands of submissions we worked with Us the Duo to create original songs for the five fans' stories.  Once the songs were completed I wrote and directed four original music videos and oversaw the production of five short documentary films and a trailer.  Each short doc integrated the music video with interview footage, which provided a deeper look into the project’s process and each fan’s story. In the end, the project was launched in partnership with The Grammys.

In addition to gaining hundreds of millions of views and engagements in earned media, AT&T saw an average 11.9 pt lift in consideration from viewers.