On August 2nd, DIRECTV became a new company comprising all of AT&T’s previously held U.S. video assets. A new overall look and feel introduced for DIRECTV is reflected in this first-ever advertising campaign for DIRECTV Stream, formally AT&T TV. Launched on social platforms and national TV, the “Get Your TV Together” campaign features tennis champion, and superstar Serena Williams mashed up with iconic films to bring to life the brand’s core features of having the best of both worlds–live and on-demand entertainment. The campaign tackles the fragmented consumer experience today where they are left having to sacrifice either their live viewing experience or spend time browsing on-demand without enjoying their content.
Developed in partnership with creative agency TBWAChiatDay LA, the creative platform is a call to consumers to un-complicate their entertainment lives. The mesh of live entertainment with on-demand fare reaches new heights in this "Wonder" commercial–directed by Traktor via production house Stink–in which a viewer shifts back and forth between Williams in a tennis match and the movie Wonder Woman 1984, yielding a Williams/Wonder Woman mashup hero combating evil tennis ball-spewing machines threatening to take over a giant mall. With racket in hand, Williams is up to the heroic task of saving shoppers and shopping.
Credits
Client DIRECTV Agency TBWAChiatDay Los Angeles Erin Riley, president; Renato Fernandez, chief creative officer; Ariel Abramovici, Bruno Acanfora, creative directors; Mark Winters, Ryan Buckley, associate creative directors; Will Holmes, art director; Tyler Archibald, copywriter; Andrew Bae, jr. art director; Yashashree Samant, jr. copywriter; Bruno Regalo, head of design; Jake Skirving, sr. designer; Andrea Nazarino, jr. designer; Guia Iacomin, director of content production; Jack Cutler, sr. producer; Brandon Loftin, associate producer; Hashi Clark, executive art producer; Jen Costello, chief strategy officer; Jesse Unger, group strategy director; Jonathan Handy, associate strategy director; Krystal Hawkins, sr. strategist; Hannan Schweitzer, jr. strategist; Laura Mayer, data director. Critical Mass Val Carlson, chief creative officer; Andrew Lavery, group creative director; James Maclean, creative director; Javier Olivares, Megahn O’Neil, associate creative directors; Ryan Mesnchuk, Megan King, sr. art directors; Taylor Lumley, art director; Ana Benitez Duarte, designer; Peter Lagosky, Melissa De Sa, sr. copywriters; Daisy Swain, copywriter; Jen Goldberg, group strategy director; Kyle Bottoms, strategy director; Sydney Woodman, executive producer; Audrie Sham, Ashleigh Fehmie, sr. producers; Vicky Patel, sr. producer; Christine Spitler, Lexi Scott, Sylvia Brach, Ethan Cole, producers. Production Stink Films Traktor, director; Daniel Bergmann, president, Mungo Maclagan, exec producer; Par M. Ekberg, DP; Leah Allina, line producer. Editorial Arcade Jeff Feruzzo, Brad Wasekwich, lead editors; Ryan Andrus, assistant editor; Alexa Atkin, exec producer. VFX JAMM, Culver City, Calif. Jake Montgomery, VFX supervisor/lead compositor; Andy Boyd, VFX supervisor/CG supervisor/lead CG; Patrick Muñoz, Lisa Kim, Flame artists; Brady Doyle, Jake Bohringer, Nuke artists; Stew Burris, animation supervisor; Zachary DiMaria, CG lead; Ben Martin, Connie Ho, Jonathan Chua, Anthony Thomas, Yuson Fuji, DeVon Beasley, CG artists; Ashley Greyson, sr. producer; Alexandra Rickards, production coordinator; Asher Edwards, exec producer; Adam Scott, colorist; Carver Moore, color assist; Anna Dood, color producer. (Toolbox: Flame, Nuke, Houdini, Maya, Baselight) Audio Post Lime Studios, Santa Monica, Calif. Matt Miller, head mixer; Ian Connie, assistant mixer; Susie Boyajan, exec producer. Sound Design String & Tins, London Culum Simpson, sound designer; Laura Leigh, producer. Music South Music and Sound, Santa Monica, Calif. Dan Pritikin, Matt Drenik, creative directors; Vladimir Berkhemer, Jon Darling, composers; Ann Haugen, exec producer; Ignacio Zax, producer
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
