Superlux's recent refresh of its design-driven digital signage content for AT&T proves the power of the Atlanta-based boutique's ability to infuse a brand with a bold design aesthetic that generates dynamism. The exterior-facing signage Skin continues to entice passersby to step inside the store and check out its latest offerings - with a call to action that supports AT&T's mission to be America's premier retailer.
The original brief called for us to use branding materials and stock photography to produce a series of short vignettes to be played in a continuous loop, creating the exterior skin' of select AT&T stores, says Mark Falls, co-owner of Superlux. We proposed adding 3D modeling and animation to kick up the production value and make the message more engaging. AT&T was thrilled with the results and called upon us again to take the media content to the next level.
Falls helmed his team of animators, visual FX artists and designers, working collaboratively to create the 3D animation and bold visuals. The elements were combined with core brand components and depictions of consumers' interactions with AT&T's various offerings - such as tablets, shared data plans, international calling or mobile hot spots. The one-stop creative resource also designed, built and animated 3D components - like generic mobile phones, tablets and laptop computers - during the course of the seven-week project.
Working closely with producer Karin Fazzio, Superlux began the creative process with the pairing the lifestyle imagery from AT&T's asset library with the offerings featured in each vignette. The team then designed a series of transitions rooted in the essence and personality of AT&T's core brand elements.
While some stores presenting the content on large screens in the window, other projected it, larger than life, directly on the glass - tasking Superlux with finding a balance between the message clarity and dynamic scale that worked for all formats.
We love working with environmental video, adds Falls. Technology is enabling a world where any surface can be transformed in something visually dynamic. This invites a whole new interpretation of living, working and public space that we find incredibly exciting.
Working with the parameters of a physical space was not without its technical challenges. Two locations where the vignettes are projected directly on the storefronts have architectural considerations that required Superlux to version the content around doorways, columns, and ambient sunlight.
This was a kind of project we all enjoy working on, and working with Karin is a great experience, says Falls. She's produced a long roster of award-winning work and really knows her stuff - from content, production, and editing, to the brand, what will work for the AT&T customer, and what will serve the overall mission. Plus, she's from the Northeast, and is delightfully direct, which saves a lot of time. And, she has a sense of humor - invaluable when there are a lot of stakeholders involved. AT&T has a very genuine and engaging tone of voice, that invites alternate expression, and Karin is always open to exploring new approaches.
The mobile marketplace moves at warp speed, adds Falls. To keep ahead of it, AT&T's brand is in a continual state of evolution. Understanding how new and evolved brand elements build on the brand personality, and express a company's core truths - and then building dynamic graphic environments to convey a series of messages within that gestalt, is always a rewarding adventure.
Superlux's roster of works runs the gamut, from creating branding content for spots, promos, ID's, web content, broadcast media, shorts, film, interactive content and apps to digital signage and point of purchase work for clients such as Coca-Cola, IBM, TNT Latin America and Whole Foods Markets. Its mix of experience across the board - and execution-agnostic approach has made it the go-to resource for multi-platform solutions for networks, agencies and brands.
AT&T Store Fronts from superlux on Vimeo.
AT&T Store Fronts by Superlux
About Superlux:
Superlux is a one-stop creative resource dedicated to the moving image. Our roster of works runs the gamut, from creating branding content for spots, promos, ID's, web content, broadcast media, shorts, film, interactive content and apps to digital signage and point of purchase work for clients such as Coca-Cola, TNT Latin America and Whole Foods Markets. A mix of experience across the board - and execution-agnostic approach has made Superlux the go-to resource for multi-platform solutions for networks, agencies and brands. For more information about Superlux contact executive producer Loren Falls at 404.525.0700.
CREDITS:
Type: Digital Signage / Exterior-facing video
Product: AT&T's new offering
Title: External-Facing Video Content
Client: AT&T
Producer: Karin Fazzio/Atlanta
Copywriting: Superlux + AT&T
Design Company: Superlux/Atlanta
Lead Designer: Eric Carros
Designers: Stephen Delorme, Saif Khan, Milton Whitaker
Visual FX/Animation Company: Superlux/Atlanta
Animator: Saif Khan
(Cinema 4D, Adobe Production Suite)
Editorial Company: NA
Music +Audio Company: NA
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Superlux's recent refresh of its design-driven digital signage content for AT&T proves the power of the Atlanta-based boutique's ability to infuse a brand with a bold design aesthetic that generates dynamism. The exterior-facing signage Skin continues to entice passersby to step inside the store and check out its latest offerings - with a call to action that supports AT&T's mission to be America's premier retailer.
