Concept

 

Discovery and new worlds. These were some of themes that AT&T wanted to address for a full cross-platform rebrand pitch that could be applied anywhere from product advertisement to digital streaming services. They asked us to formulate a fresh new visual language with the additional requirement that we make prominent use of their iconic circular imagery - found notably in their logo - as well as their traditional blue-dominated colour palette. 

 

Process

 

Centering our research around the idea of discovery and new worlds, we elaborated a CG-driven solution that used circular 3D objects as a tool to hide and reveal AT&T’s wide variety of products, services, and digital content.

 

Utilizing OctaneRender’s powerful shader system, we constructed shiny, reflective materials onto which content content could be projected. We also built translucent objects used to create subtle textural overlays and we created a variety of luminescent materials which echoed digital connectivity while also effectively showcasing the assigned colour palette and illuminating the otherwise dark environment in which we placed the 3D objects. 

 

The result of our research was a simple, clean and elegant solution which allows for a wide range of uses. It is elevated by our use of 3D, which includes subtle details, such as scratches, smudges, and blur effects, all while keeping AT&T’s digital content as the visual centerpiece. The collection of styleframes we produced were focused on the areas of online streaming and mobile connectivity.