We supported this in print with intricate illustrations of people's "digital fingerprints," and with pre-roll showing how individuals use the network to make their lives better. With a cohesive blue line animation, we tied each of these and the print together, uniting them under one campaign.

In the category of cellphone networks, consumers are bombarded with claims and confusing stats. AT&T wanted to rise above that to feel premium and personal. So we used a device to show how the network works for the individual—a fingerprint—because it connects you to all the people and things that matter, and for each person, that's entirely unique.

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