Problem: Covid hits, the bubble goes up and most brands were blindsided. With a heavy investment in MLS, AT&T needed a pivot.

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When Major League Soccer announced the format of their truncated 2020 season, Wasserman tapped us to figure out how to create content during quarantine. With the players all sequestered in Disneyland (of all places!), we came up with the solution. First, we strategically reached out to the players with richest social media content, then created bespoke video capture kits (featuring phones on AT&T's network) so the players could shoot their own videos and finally, we gave them access to an always-on-call director to help them plan and capture the most compelling social content. And fans ate it up. We gave them a new way to connect to these larger-than-life personalities with intimacy, honesty and hope — exactly what we were all searching for during the pandemic.

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