AT&T retail stores are no longer just about selling phones but also television service across multiple screens. Stores have designated space that showcases the U-verse service across television, tablet, and smartphone.
The 2011 Retail Video explores the idea of a “seamless U-verse experience” or “U-verse Anywhere.” This creative weaves elements of lifestyle and content across multiple devices, while continuing to evolve the brand association with entertainment.
Simple environments and objects come to life, as an extension of the U-verse experience. Shot in real locations, each scene is stripped of its furniture/props, allowing the projections to build (and change) the setting. U-verse content then takes over the space to define features through projection mapping.
Using a linear time-of-day template, we follow the cast through their own U-verse story. The projections act as a vehicle for the content, but also express user control. While the practical reflections within each location build on the “light” aesthetic, allowing the setting to become an extension of the creative.
Not only do the projections convey the literal story, but they also build expressive moments within the piece using the content to illustrate another level of escapism.