While freelancing at Critical Mass LA in 2019, I got put on a brief for AT&T's Fiber Internet service. They wanted to try marketing the service to gamers. I realized that Fiber Internet was the best in-game powerup you could get, so why not market it the same way you'd market one of those. A Loot Box.
The two ways to get this special lootbox.
1. Buy the lootbox in-game, straight up.
2. Live in an area covered by AT&T Fiber and have a terrible internet connection.
The fun doesn't stop once you've gotten the box in-game though. Once the box has been obtained, AT&T will ship them their Fiber Internet kit in a box that resembles the one they got online to encourage sharing on social media.
We also wanted to send special versions of the loot box to gaming influencers. The influencers would create unboxing videos on their accounts to highlight the details of the special edition boxes along with talking about how fiber internet will improve their gameplay.
Agency: Critical Mass
Chief Creative Officer: Frank Dattalo
Creative Director: Dimitri Kalagas
Senior Art Director: Me
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