How do you connect with multicultural millennials, an audience that’s been widely misrepresented by brands? We found the answer in what AT&T stands for: giving people more for their thing. We tapped into the undeniable pride that people have in their area codes and created content and experiences rooted in the culture they care about, coming from the voices they respect.
In this national multi-media campaign, my partner and I took over all the media coming out of the West Coast market. From curating the widespread user generated out-of-home placements across the city, to commissioning and concepting murals, to creating eight documentary shorts—this (310) thing was an ever-growing undertaking that was our thing from the beginning.