An award-winning AT&T brand takeover celebrating the 25th Anniversary of Friends with immersive fan experiences across major cities.
To celebrate the 25th Anniversary of Friends, we transformed AT&T flagship stores in Dallas, Chicago and San Francisco into immersive fan destinations. Visitors got VIP access to iconic sets, real costumes, interactive games and never-before-seen content from the show. We didn’t stop there. We brought the experience to New York with pop-ups, PR stunts, live performances and even a Guinness World Record moment.
Partnering with Warner Bros. Television, the full program was designed to thank fans around the world and build excitement for the show’s new streaming home on HBO Max. By the time the Friends Reunion aired in May 2021, it broke single-day streaming records, a perfect payoff to the fan momentum we helped create.
Achievements: 1 Billion+ impressions during the campaign, 10 cities with experiential events & activations, 8 CLIO awards (1 Clio Grand in Home Entertainment, 2 Gold, 3 Silver, 2 Bronze, 1 Short List), 95% increase in retail traffic, 65% increase in positive brand perception of AT&T, 1 Guinness World Record
Get Into The Scene at all flagship stores:
Fans are welcomed to snap a photo on the iconic orange couch in this scale sets of Central Perk
The recreation of the apartment to celebrate the holiday, where fans can act out a scene, then watch a composite playback of themselves with the cast
A 12-screen, interactive Tech Timeline let fans watch iconic Friends moments and compare the ‘90s tech of the show (pagers, answering machines, no caller ID) to today’s world of 5G smartphones, Wi-Fi and video calls.We also built smaller 3-screen and tablet versions so the experience could travel to other events, including multiple Friendsgiving celebrations, a 24-hour pop-up on the Vegas Strip and even a full coffee-house takeover in Seattle.
Multiple interactive games throughout the set let fans play trivia, watch clips, sing karaoke, and vote for their favorite guest stars
A flash mob of 25 Phoebes surprised fans at with the "Smelly Cat" song at famous landmarks across NYC
The pop-up sets at Brooklyn bridge attracted thousands of fans
Fans can peak through the peep hole to watch video of key scenes inside the apartment
The One in Las Vegas
A 700 sq. ft. replica of Central Perk was built using more than 900,000 Lego bricks, and achieved a Guinness World Record for the largest Lego brick stage set replica
The Rembrandts performed at the Vegas set throughout the day
Marcel the monkey also made appearances here at the set lighten the day!
Multiple photo booths with built-in graphics letting fans take and keep the picture with their favorite props from the series
My responsibilities:
Concept developing, executing, graphic design (both large and small scales), UI assets design for interactive screens, print-ready production files, presentation deck
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