AT&T: Daybreak by BBDO New York for AT&T

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AT&T: Daybreak

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Industry Mobile Communications
Media Digital, Interactive & Mobile
Market United States
Agency BBDO New York
Director Jon Cassar
Executive Creative Director Greg Hahn, Bill Bruce
Creative Director Marcus Ivarsson, Carl Bock, Simon Mowbray
Art Director Tony Meister
Designer Jonas Eriksson
Producer Mia Berggren, Katrin Hjelm, Christina Neferis, Dylan Massin
Released June 2012

Credits & Description

Category: Entertainment & leisure
Brand: AT&T
Agency: BBDO New York
Country: United States of America
Daybreak is an original immersive entertainment experience presented by AT&T in association with BBDO and Tim Kring, to give people a new way to experience storytelling across multiple layers of media.

The Daybreak action-adventure drama, which debuted on May 31 at www.daybreak2012.com, is told through five online films, two websites and a smartphone app, each exploring different facets of an exciting and complex character journey. It began on TV with Touch, the Fox series created by Tim Kring and starring Kiefer Sutherland, when a mysterious object called a dodecahedron was introduced in the final three episodes of the show. The dodecahedron is a âcentral characterâ in Daybreak.

Teaser advertising that debuted in Touch invited fans of the series to continue following the dodecahedron on www.daybreak2012.com, where a new narrative unfolds around Ben Wilkins, a reluctant hero trapped at the center of a global conspiracy. Ben will use innovation and technologies from AT&T on his quest to return the dodecahedron to its rightful place.

An underground group, called the Jack Boxers, assists Ben on his mission as he faces adversity from one of the worldâs most powerful and corrupt families. Fans can support Ben by visiting www.daybreak2012.com and www.jackboxers.com and interacting with bonus storyline content, the Daybreak characters and other fans. They can also tap into these channels to dig even deeper into the Daybreak universe.

In addition to www.daybreak2012.com, the series will also be posted on Hulu, YouTube, Fox.com, IGN.com, AT&Tâs U-verse (video on demand), and various other AT&T properties.

In sum, Daybreak is a first-of-its kind interactive experience that redefines the way Hollywood and brands can collaborate to engage fans. The AT&T network and technology, developed to drive human progress, are at the core of the Daybreak story. The series features the HTC One X device in addition to the AT&T Translator and AT&T WatsonSM speech recognition technology â two proprietary technologies. Daybreak also introduces an AT&T Lab prototype called Air Graffiti, which uses GPS to enable friends to leave messages about certain locations.
Category: Entertainment & leisure
Client: AT&T
Agency: BBDO New York
Production: RSA Films Los Angeles
Country: United States of America
Director: Jon Cassar
Executive Creative Director: Greg Hahn
Creative Director/ art director: Danilo Boer
Producer: Dylan Massin
Executive Producer: Jules Daly
Executive Producer: Tracie Norfleet
Executive Producer: Tom Dunlap
Music: Visual Music
Chairman & CCO: David Lubars
Senior Creative Director: David Carter
Senior Creative Director/Copy Writer: Adam Reeves
Executive Producer of Content & Development: Julian Katz
Executive Producer of Content & Development: Nicholas Gaul
Interactive Executive Producer: Clemens Brandt
Interactive Executive Producer: Joe Croson
Associate Interactive Producer: Emily Cohen
Producer, 2nd Unit: Jan Wieringa
Director of Photography: Curtis Wehr
Interactive Production Company: North Kingdom, Stockholm
Creative Director: Marcus Ivarsson
Client Director: Roger Stighäll
Producer: Mia Berggren
Production Manager: Linda Brockman
Senior Art Director: Jakob Nylund
Design Director: Robert Lindström
Lead 3D Artist: Mathias Lindgren
Technical Director: Einar Ãberg
Designer: Jonas Eriksson
Junior Designer: Jim Olofsson
Senior UX:Alfredo Aponte
Junior UX: Ana Cecilia Martins
Junior Planner[s]: Begga Hauksdottir; Caitlin Sullivan
Mobile Production Company: Monterosa, Stockholm
Project manager: Johan Ståhle
Creative Director: Carl Bock
Technical Director: Anton Holmquist
Producer: Katrin Hjelm
Lead Interaction Designer: Hannes Wikström
Senior iOS Developer: Anders Frank
iOS Developer[s]: Anton Holmberg; Andreas Areschoug
Senior Android Developer[s]: Andreas Mattsson; Henric Malmberg
Interactive Sound Design: Dinahmoe
Sound Designer[s]: Johan Belin; Erik Brattlöf
Backend Development: Earth People
Backend Developer[s]: Fredrik Mjelle; Peder Fjällström
Editing: BUTCHER Editorial, Santa Monica
Editor[s]: David Henegar; Ray Daniels
Executive Producer: Rob Van
Post Supervisor: Chris Ott
Producer: Christina Neferis
Visual Effects: Zoic Studios
Executive Producer[s]: Gina Fiore; Eric McCasline
Creative Director: Simon Mowbray
VFX On-Set Supervisor: Mitch Drain
VFX Producer: Jennie Burnett
Head of Production: Ian Unterreiner
Art Director: Tony Meister
Executive Creative Directors/ Co-Owners: Loni Peristere & Chris Jones
Color Correction: Incendio, Venice
Colorist: Clark Muller
Colorist: Adolfo Martinelli
Executive Producer: Christina Caldwell
Composer: Bear McCreary
Post Production Sound: Wilshire Edit, Los Angeles
Supervising Sound Editor: William Dotson
Supervising DX/ADR Editor: Cathie Speakman
Sound Designer: Jeff Witcher
Sound Editor: Daryl Fontenault
Foley Recordist: Shawn Kennelly
Recording Studio: Wilshire Edit, Los Angeles
Supervising Sound Editor: William Dotson
Supervising DX/ADR Editor: Cathie Speakman