One of AT&T's most visible broadband marketing efforts to date is the Boundless web site created by Digitas. In early September 2000, AT&T asked Digitas to create Boundless in time to handle web traffic created by broadcast commercials running during the Sydney Summer Olympics - less than four weeks away. In that short time frame, AT&T asked Digitas to demonstrate broadband Internet to users running at 56k modem speed. Digitas set a team in motion that not only undercut the deadline, but also successfully accomplished the wow-factor AT&T sought to demonstrate broadband technology.Digitas created an artisitic yet highly intuitive interface using the AT&T logo as the interface for Boundless. By leveraging the AT&T brand, Digitas helped connect AT&T wordlessly to the broadband market. Heavily incorporating Flash animation, sound effects and voiceover Digitas not only managed to create a site that demonstrated the technology capabilities enabled by broadband to users still working over dial-up modems, but also managed to reflect the youthful dynamism driving AT&T's efforts in this market.The success of the Boundless site is being hailed as a web-branding breakthrough by AT&T, and has become a cornerstone for new work at Digitas to help extend AT&T's latest efforts for the Broadband market into the future.