Cannes Lions

AT&T Train

BBDO NEW YORK / AT&T / 2019

Awards:

1 Shortlisted Cannes Lions
Film
Demo Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

This work was created specifically for theatergoers in an effort to reach and develop new audiences for AT&T. Media was bought with National CineMedia and put 90-second branded content in movie theaters prior to almost every movie that was released in 2018. The first half of the film, a “western,” is a common U.S. genre of film that captures the American Wild West in the 1800s. The second half of the film is the “family film” genre, which consists of friendly movies made for all generations.

Execution

Both the Western score and the children’s song were original pieces, initially created in Garage Band and revised painstakingly throughout the production process. The Western section is meant to be a nod to classic spaghetti Westerns of the 70s, while the back-end children’s song was intentionally sweet and simplistic, to further emphasize the unexpected genre flip: from something extremely serious to something adorable and cuddly.

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