Michael Clowney

Lead Art Director

AT&T 2019 Photoshoot

The Task:

Reimagine what AT&T should look and feel like through a modern and more inclusive lense.

The Solution:

Our photography aims to inspire our audience and provide a relevant representation of the value we bring to our customers’ lives. I felt the brand desperately needed to move away from cheesy stock imagery that wasn't consistent, unique, or compelling. We conceptualized, strategized, and produced a library of custom imagery to help set the path for the new AT&T. I lead the initial styling, casting and persona development for the shoot.

My role in the work

Building personas
Building location moods
Apparel Inspiration

Writing episodic shot lists
Picking talent

DIRECTORS: CHRIS ROMERO, Eric Talkar
Lead Designer: Michael Clowney
SOFTWARE: Photoshop, KEYNOTE, pages.
Link: https://www.att.com/wireless/ready-to-go

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Slideshow: AT&T Brand Photoshoot by Aaron Smith

I developed personas to tell stories of our products and services through the lens of people. They considered a diverse range of ethnicities and age groups—and even a few pet dogs. Everything from the locations, wardrobe, scenes, and shot list were … — I developed personas to tell stories of our products and services through the lens of people. They considered a diverse range of ethnicities and age groups—and even a few pet dogs. Everything from the locations, wardrobe, scenes, and shot list were developed with these personas in mind ensuring a consistent execution that felt real and relatable.

Working with our Strategy team, we partnered to develop an episodic calendar of events that would ensure fresh and relevant content across att.com. We developed stories and a comprehensive shot list to capture the business needs through the lens of … — Working with our Strategy team, we partnered to develop an episodic calendar of events that would ensure fresh and relevant content across att.com. We developed stories and a comprehensive shot list to capture the business needs through the lens of major events like Mothers Day, Back to School, Dads & Grads, and more.