AT&T - 5G HELMET FOR DEAF FOOTBALL
Project
AT&T - 5G HELMET FOR DEAF FOOTBALL
Client
AT&T
Role
Concept, Product Design, Creative Direction, NCAA Partnership, Deaf Community Outreach, Launch Film, Launch Strategy
Market
United States
Year
2023
5G WAS A NETWORK STORY. WE MADE IT A HUMAN ONE.
Inside every story about technology is an important human story waiting to be told. For AT&T, we looked beyond speeds and specs to how 5G could change people's lives. The result was the world’s first 5G Helmet for Deaf football players, designed and developed from the ground up.
“The stands were going crazy, I'm turning around high-fiving everyone. It was so, so incredibly special.”
-Kellyn Kenny, Chief Marketing Officer, AT&T
A TECH STORY TOLD THROUGH EQUALITY
Gallaudet University is a school for deaf and hard of hearing students, and is home to the Bisons, a college football team competing in the NCAA against elite hearing teams. Gallaudet is always competitive, but faces unique communication challenges on the field where instant communication is vital.
The 5G Helmet levels the playing field for Deaf football players. For the first time, a coach’s instructions can be inputted and transmitted directly to a heads-up display inside the player’s helmet. Our technology enables Deaf athletes to compete fairly with hearing teams, giving them a genuine pathway to the professional leagues. All powered by AT&T 5G.
WATCH THE STORY
WE GAVE A 150 YEAR OLD COMPANY ITS SWAGGER BACK
The breakthrough tech led national news for several weeks after launch with dedicated segments, reviews and interviews with players and AT&T representatives. AT&T was suddenly a tech company again and had countless organic opportunities to share their brand purpose with America and relaunch their reputation as a cutting-edge player.
WATCH NEWS COVERAGE
“The AT&T 5G-connected helmet will change football. This gives everyone a chance to show what they can do”
— Coach Chuck, Gallaudet Football
BROUGHT TO LIFE BY A WORLD-CLASS TEAM OF INNOVATORS
I lead the development of the AT&T 5G Helmet at the creative agency Translation. Over 2.5 years, it was shaped and refined by a world-class team of strategists, creatives and producers and tested against NCAA’s stringent safety standards. Today, it's a life-changing device used in real games.
A SEAMLESS STORY FROM EARNED TO PAID MEDIA
We waited until all of America was watching and launched the companion commercial during College Football Playoffs — cementing AT&T's brand purpose. The film is scored with Simon and Garfunkel's 'Sound of Silence' and performed by Amira Unplugged, herself a member of the Deaf community.
WATCH COMMERCIAL
Conceived and made at Translation NY. Technology built by Mayda. Developed in partnership with Gallaudet University.
5G WAS A NETWORK STORY. WE MADE IT A HUMAN ONE.
Inside every story about technology is an important human story waiting to be told. For AT&T, we looked beyond speeds and specs to how 5G could change people's lives. The result was the world’s first 5G Helmet for Deaf football players, designed and developed from the ground up.
“The stands were going crazy, I'm turning around high-fiving everyone. It was so, so incredibly special.”
-Kellyn Kenny, Chief Marketing Officer, AT&T
A TECH STORY TOLD THROUGH EQUALITY
Gallaudet University is a school for deaf and hard of hearing students, and is home to the Bisons, a college football team competing in the NCAA against elite hearing teams. Gallaudet is always competitive, but faces unique communication challenges on the field where instant communication is vital.
The 5G Helmet levels the playing field for Deaf football players. For the first time, a coach’s instructions can be inputted and transmitted directly to a heads-up display inside the player’s helmet. Our technology enables Deaf athletes to compete fairly with hearing teams, giving them a genuine pathway to the professional leagues. All powered by AT&T 5G.
WATCH THE STORY
WE GAVE A 150 YEAR OLD COMPANY ITS SWAGGER BACK
The breakthrough tech led national news for several weeks after launch with dedicated segments, reviews and interviews with players and AT&T representatives. AT&T was suddenly a tech company again and had countless organic opportunities to share their brand purpose with America and relaunch their reputation as a cutting-edge player.
WATCH NEWS COVERAGE
“The AT&T 5G-connected helmet will change football. This gives everyone a chance to show what they can do”
— Coach Chuck, Gallaudet Football
BROUGHT TO LIFE BY A WORLD-CLASS TEAM OF INNOVATORS
I lead the development of the AT&T 5G Helmet at the creative agency Translation. Over 2.5 years, it was shaped and refined by a world-class team of strategists, creatives and producers and tested against NCAA’s stringent safety standards. Today, it's a life-changing device used in real games.
A SEAMLESS STORY FROM EARNED TO PAID MEDIA
We waited until all of America was watching and launched the companion commercial during College Football Playoffs — cementing AT&T's brand purpose. The film is scored with Simon and Garfunkel's 'Sound of Silence' and performed by Amira Unplugged, herself a member of the Deaf community.
WATCH COMMERCIAL
Conceived and made at Translation NY. Technology built by Mayda. Developed in partnership with Gallaudet University.