AT&T Business is using The Masters golf tournament live coverage as a platform to launch a new campaign from BBDO targeting mid-sized business. Directed by Academy-Award winner Michel Gondry of production house Partizan, the spots use portals as a visual metaphor for Edge-to-Edge Intelligence, showing how the portals show up to give business decision makers and owners the power to see and react to every corner of their business. It’s a simple visualization that shows how Edge-to-Edge technology gives businesses, especially growing businesses–in this case a Gelato company–a competitive advantage.
“Gelato” is one of three commercials in the AT&T Business campaign.
Credits
Client AT&T Business Agency BBDO David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, EVP, group executive creative director; Daniela Vojta, Susan Young, EVPs, executive creative directors; Kara Goodrich, SVP, sr. creative director; Pebble Goh, VP, creative director; Julie Collins, EVP, group executive producer; George Sholley, VP, executive producer; Melissa Chester, executive music producer. Production Partizan Michel Gondry, director; Lisa Tauscher, managing director/executive producer; Molly Griffin, executive producer/ head of production; Raffi Adlan, line producer; Shawn Kim, DP. Editorial Cosmo Street Editorial Tessa Davis, editor; Josh Berger, Taylor Morano, Habib Semaan, George Irizarry, assistant editors; Maura Woodward, NY exec producer; Yvette Cobarrubias, LA exec producer; Kacie Gomez, LA producer. VFX/Finishing The Mill Erin Hicke, sr. producer; Mary Mondrus, VFX coordinator; Glyn Tebbutt, creative director/2D lead; Tim Rudgard, Franz Kol, Katerina Aroyyo, Jeannie Huynh (Remedy), Daniel Lang, Matthew Dobrez, Lisa Kim, Tim Robbins, 2D team; Fredrick Ross, design lead/3D lead; Katie Yancey, 3D; Patrick Kipper, Greg Rubner, Anastasia Skrebneva, design team. Audio Post Sonic Union Steve Rosen, sound engineer; Patrick Sullivan, producer. Music Beacon Street Studios Leslie DiLullo, exec producer; Beacon Street Studios, composers. Telecine The Mill Adam Scott, colorist; Liza Kerlin, sr. color producer; Nate Seymour, Gemma Parr, Logan Highlen, color assists.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
