AT&T Photo Library
Inspiring vibrant and diverse connections.
- Project
- 10/14
- Brand
- AT&T
- Date
- 2020
- Platforms
- Digital/Print
- Role
- Direction/Design
- Teams
- AT&T × Aaron Smith
- Status
- Launched
I directed a custom photoshoot to produce branded lifestyle imagery that felt consistent, fresh, and human. The work aimed to attract a more youthful and vibrant audience and to give AT&T a photography library that could live across digital and print.
From personas and shot lists through on-set direction with photographer Aaron Smith, the production was built to capture connection — people, places, and the small moments that make a brand feel alive. We shot around Los Angeles, and the resulting library was designed to power storytelling across AT&T’s channels without relying on generic stock.
Art Direction
We directed a custom photoshoot which produced content that was consistent and felt fresh for launch.
The brief was connection — vibrant, diverse, and specific enough to feel like AT&T without reading as a generic telecom campaign. I specifically sought out photographer Aaron Smith for that quality in his work: a lived-in warmth that feels observed, not staged. We planned the work as a system — personas first, then shot lists — and shot around Los Angeles so the library could come from real homes and neighborhoods instead of a handful of hero frames on a set.
Behind the Scenes
Personas, shot lists, and on-set direction kept a large production aligned to one creative vision.
The personas and shot list were the production documents. On set they kept casting, setups, and direction pointed at one idea of connection, so a large crew could move fast without the library going generic.
