But the spot wasn’t always meant to be in the form of outtakes. When the team behind the ad first sat down with Cooper and his mother for a table read, they realized that the best way to showcase their energy was to go off-script. So they pivoted, making the ad in a “behind the scenes” format.
“They kind of were just wanting to show mother-son love, and the connection, and the banter between them … and then we created the concept out of that,” Peter DeLuca, T-Mobile’s chief creative officer, said.
from Digital Marketing Education https://ift.tt/tUndKop
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