During the month of February when our nation traditionally focuses on the history of Black Americans, we boldly flipped the script with Black Future Month to honor those Black people who are pushing the culture forward and working to create a beautiful future.
We set out to celebrate the doers and the dreamers, to thank the makers, shapers and creators and to revere these inspiring individuals as the Black Future Makers that they are. As such, our campaign stands for what is now, new and next in the culture.
Honorees
D-nice
Abby Phillip
Charlamagne Tha God
Jacqueline Means
In another bold move, we chose the path of high art to bring this insight to life and to make a statement about inclusion and visibility.
We selected 28 Black Future Makers from celebrities, performers, athletes and journalists to entrepreneurs and essential workers as well as AT&T employees and we canonized them using portraiture infused with a rich and modern cultural aesthetic created by visual artist and Future Maker, Temi Coker.
Temi Coker
Together with Coker, we created a dynamic look that integrated celebratory flowers and fine art into an immersive experience throughout retail, digital, broadcast and social. We literally brought this dynamic look to life with a series of living portraits in our anthemic broadcast spot. Focusing on frontline workers and everyday heroes such as veterans, doctors and activists, featuring an original score by Grammy nominated and Emmy award winning musical artist Chief WaKil and anchored by cultural icon LeBron James who also delivered a profound voiceover, we created a cinematic tapestry unlike anything ever seen.
Watch Lounge
Because our insight was deeply rooted in a cultural need, we wanted to make a way for everyone to participate. Using elements from our campaign, we created an interactive portrait generator that allowed anyone to put themselves in high art. We also invited consumers to share their dreams and stories for a chance to win $10K to help make those dreams a reality. We extended this contest to give away $10K/month throughout all of 2021.
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