Verizon used to clearly lead in “Best network” and had created the playbook to win with coverage maps, engineers and #1 claims. And we still held a stronghold with older, caucasian audiences. But over the past years, competitors had spent billions catching up using those same tactics. All of our research showed this deeply impacted the number of people switching to, staying with, and willing to pay a premium for Verizon. And that these old network messaging tricks no longer moved people.

Our brief was to reimagine how we stake network superiority in a way that 1) Americans – especially younger and more diverse generations going to T-Mo - would actually notice and care about and 2) changed how people felt network superiority and Verizon and 3) drive net adds despite rising prices in the month following.

The cinematography in this film needed to combine a visual approach that often has a realistic, observational intimacy, with one that evinces super glitzy, Beyonce-level visual slam. The film makes use of really strong dramatic cinematography as a way to immerse viewers right into these moments in real time. A huge variety of setups and moods dictated a careful individual camera approach to ensure that each vignette could stand on its own and make a Super Bowl-sized impact.