My Life As… (A You Oughta Know Artist) was a perfect example of a Pilot Pitch that became a franchise, sold multiple times to AT&T. In this execution, we worked with Jack Antonoff of Fun! as he broke out his solo act Bleachers. Discussing potential shooting locations with Jack prior to the script-writing phase, we determined two spots in Manhattan he likes to go to write music (The High Line and a coffee shop in the Meatpacking District); we buttoned out the spot with a performance at an art studio in Chelsea, where Jack had a charity performance that night. By working with the artist in pre-production, we were able to save money on the art studio location, simply by seamlessly illustrating the name of the event space in our spot. Digital and social extras were shot in the form of interview moments with Jack, and performance outtakes.
AT&T also bought custom creative for the Divas (Salute The Troops) franchise, and in partnership with VH1, provided phone cards to all the troops in attendance at Miramar Air Base in San Diego, CA. The touching story of a young boy, and a military dad missing his family across the miles, resonated with the show thematic and helped solidify AT&T as an On-Air and Digital partner for years-to-come.