AT&T GIFs

This one was handled predominantly by an international crew of BUCKers, so we had some homework to do around American holidays. That led us to probing our U.S. counterparts with questions like “why turkey?”, and digging for facts and anecdotes that worked as lethal meme fuel. The goal was to find moments that our young audience of internet users found relatable and shareable, while striking a balance between weird and wholesome.

Starting with thumbnail sketches gave us an indication of which ideas could work in a four second loop. Despite the obvious limitations, we discovered that GIFs could provide a heck of a lot of story, ranging from simple to surprisingly complex. Families fighting over pie, kids late for school, and a selfie-obsessed turkey headlined the spread of illustrations that set us on our way.

Ideas for our concepts came in from all directions — creative directors, art directors, and designers all dreamt up short, loopy scenes in a fun and free give-and-take process. There were dozens of fantastic ideas that didn’t make the cut, but it didn’t dampen the pure BUCK energy and mood that made the experience incredibly rewarding.