AT&T: Film For All

During American Express’ 12-year tenure as the presenting sponsor of the Tribeca Film Festival, their message was all about exclusivity and the benefits of membership. When AT&T took over the presenting sponsorship mantle they wanted their message to be all about inclusivity instead. So my team at Spinifex Group and sister agency Partners & Napier joined forces to create a promotional campaign titled Film for All.

Promoted through TV, print, and out-of-home advertising, the centerpiece of the campaign was the Twitter hashtag #FilmForAll that asked people to vote for one film that all New Yorkers should see. Results were tabulated on a microsite and the winning film was screened on the final day of the Tribeca Film Festival.

To kickoff the festival, we also created an epic projection mapping show that celebrated the history of film and was projected onto the AT&T Long Lines building in Tribeca. The Gap graciously allowed us to project the show from the rooftop of their offices across Church Street.