AT&T needed an authentic way in to the multi-culti millenial youth audience. We tapped into the undeniable pride 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 the year long project, we created over 1500 pieces of content across social media, print/OOH/DOOH, experiential & UCG. We featured 4 major cities throughout the US: New York, Chicago, LA and Atlanta and watched as other cities across the country jumped on board to rep their codes.

We launched the campaign with print/OOH in each city showcasing the local influencers and unique culture. To ignite the conversation about codes and promote the campaign we curated immersive events in each city on dates that corresponded with the area code: ie (212) took place on Feb 12. Key influencers and artists from each market came together to rep their codes and inspired local residents to do the same.

We created unique "films" for each code as well as snackable content series to highlight the cultural movers & shakers of each. We partnered with iHeart radio, LOL, Revolt and others to amplify and further ignite the conversation. We enlisted key micro-influencers in each market to spread the word. And to give everyone a chance to participate in the conversation, we created a meme generator that led to people all over the country repping their code in fun and unique ways.

Client: AT&T

Role: Supervising Executive Producer over all workstreams/media

Media: Social, Digital, Print/OOH, Experiential, Radio

Case Study:

The (212), and more specifically Harlem, is regarded as the birthplace of street style. We told the story of Harlem Street Style via a mini-biopic of the Godfather of street style Dapper Dan. The film stars Dan and A$AP Rocky and follows Dan's rise, fall and re-emergence once again as the King of Style

(212) Film: The Kings of Style

For the (312), we wanted to flip the narrative of Chicago as the crime capital and show how those within the community are rewriting the script for change through artistic expression. Part documentary, part music video, part episodic sketch, featuring Saba, Korporate and SocialWorks, this film culminates in a giant street party that features all the local changemakers in the CHI community who are redefining the code.

(312) Film : The Changeover

The (404) is the place where people of color, after generations of being denied a seat at the table, are building their own table - realizing their own American Dream. Not only that, they’re making room for others, literally changing what success in America looks like in tech, activism and culture. We created a series of short films entitled "Dream Drives," pairing together influencers of different backgrounds and perspectives to discuss key topics highlighting how their community has helped them realize their dreams and how they are paying it forward. We follow along with 21 Savage & Mayor Bottoms and Coach K & FRKO, as they literally drive around Atlanta providing commentary and insight into what makes their code tick and why it is uniquely situated to help those who work hard achieve their dreams.

(404) Film: Mayor Bottoms & 21 Savage on Community Investment & Financial Freedom in the (404)

(404) Film: Coach K & FRKO on the (404)'s Cultural Impact

LA is quickly becoming more than just "Hollywood." It is now known for its new creative class, who are breaking the rules and creating on their own terms, from Compton to Pasadena, this is NOT your daddy's Hollywood.

Instead of producing a singular film for the city of Los Angeles, we created a snackable documentary series on the new creative class coming out of each LA area code. We documented our makers and their process as they created unique limited edition pop ups & stunt drops to the surprise and delight of their followers. What made these drops even more unique was they all occurred on the same day in the different area codes of LA at timeframes that corresponded with the code. At 2:13pm Lauren Halsey opened an exclusive gallery experience, repping the (213). At 3:10pm Buddy held an exclusive backyard barbeque listening party for his latest single in the (310). At 3:23p, Bella Dona hosted a pop up merch drop repping the (323) in a parking lot on Fairfax, complete with bespoke ice cream truck and low riders. And to end the day, The Fung Brothers held an exclusive premiere of their newest video at 6:26pm at The Rialto Theatre in the (626). For fans and followers who could not make it to these drops, they were livestreamed on the artists IG handles and the response was epic.

(213) Film: Lauren Halsey

(323) Film: Bella Dona

(626) Film: Fung Brothers

(310) Film: Buddy

Print/OOH

Meme Generator