Jon Temple → PORTFOLIO - Just Ok Is Not Ok for AT&T

Client → AT&T

Art Director at Critical Mass, 2018

Contribution → Ideation, Art Direction, Design for Campaign Video, Photography, and Interactive Content

Just OK Seats Are Not OK

Interactive Social Campaign

In 2018, AT&T was prized as being the best wireless network according to America's biggest test, the GWS OneScore. So, if you're not with AT&T, you're settling for service that's "just ok".

Critical Mass was tasked with writing and producing a number of different executions under the cheeky, Just OK is Not OK campaign umbrella. The purpose was to remind consumers that the things they rely on daily should be the best, never "just ok".

I was part of a small creative team which wrote the ads and made decisions related to the shoot including selecting a director, casting, costumes, set design. Once shot, we finalized the ads in post with animated typography and branded end-cards.

Just OK Seats: 15 Second Social Spot

Video and Still Imagery

After each scene was captured on film, one of my responsibilities was to direct photography in order to capture the scene in a single frame. The image had to be versatile as it would later be used to communicate the ad in static social-posts and animated banner ads of many different sizes.

Still Imagery Captured for Animated Banners

Final Animated Banner Example

Just OK Ride Operators Are Not OK

Interactive Social Campaigns

The following scripts were written by BBDO agency for national TV. In order for Critical Mass to create deliverables for social, we had to modify the existing shoot and ensure the gag would still communicate in the sound-off environment of the digital space.

Because audio is muted by default in social feeds, Critical Mass joined BBDO on set to ensure we captured the scenes in a way that delivered the message without relying on dialogue. Instead we used big, emphatic gestures and facial expressions as well as animated type on screen.

30 Second TV Spot Produced by BBDO Agency

15 Second Social Spot Produced by Critical Mass Agency

6 Second Social Spot and Cinemagraph

Preproduction Storyboards

Still Images

Final Animated Banner Example

Just OK Movers Are Not OK

Interactive Social Campaign

Again, we faced the same challenges. We had to determine how we could modify the script written for National TV in order to communicate the story in digital formats. This meant having less time to tell the story and we couldn't rely on sound or dialogue.