AT&T

Fiber Internet
Loot Box

Fiber Internet
Loot Box

Fiber Internet
Loot Box

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.

ATTFiber-MoodBoard

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.

ATTFiber-LivingRoom

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.

Influencers

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.

ATTFiber-Influencer
Credits

Agency: Critical Mass
Chief Creative Officer: Frank Dattalo
Creative Director: Dimitri Kalagas
Senior Art Director: Me

Projects

Toyota Super BowlFeatured in AdWeek, AdAge & Creativity Online - A Rabbi, Priest & Imam walk into a football game...

The Side ShowFeatured in AdWeek - The side project that rules over all other side projects.

Trump Rio GrandeFeatured in AdWeek - Introducing the World's First .5 Star Resort.

The Amanda FoundationFeatured in AdAge & LeBook - Everyone is worthy of the love of a dog, even people in advertising.

Georgia LotteryReally bums me out that these hands had a better fashion sense than I do.

Energy Upgrade CaliforniaWe were told this could sink or save Gavin Newsom from his recall election.

Weird, Strange, Bizarrely 100% Real AnimalsMy fiancé thought all the fake animals would confuse my nephew, I said "good."

Toyota 4RunnerBears, Bison and MOTHs. Oh my.

Nuehuevo YorkI once saw a couple signing divorce papers at a Carls Jr.

PhotographyI once had an NBA Center land on me at a game, he was the one who had to get checked by a doctor.