Facetime with Friends serves as a bridge to build on the momentum carried from Cricket Wireless' first ever testimonial campaign that launched earlier in the year.
Our goal was to show that our Cricket community is diverse, premium, reliable, and relatable. To do that, we created a campaign that both looked and felt authentic to each individual customer.
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Every person wants to feel part of a community. Our Cricket community is the exact same way. Each member oozes sincerity toward the brand and the way we treated the spot reflected that.
It was important for this spot to feel like a personal conversation. To do that, we implemented very specific, purposeful movement in how we treated our cinematography.
We wanted it to feel like our customer was controlling the action, therefore, leading the conversation. We put a bracket on the front of the camera for them to hold onto so it gave us a controlled handheld feel to our spot and painted that authentic picture we needed.
Cricket's most recognizable brand element is their characters. We wanted our spot to be playful, and being able to utilize the fun character personalities became a great way to liven up the visual interest of our spot. We also wanted to continue to show the range that we have with our characters, and this interaction is something the Cricket brand has never done.
A large part of creating that authenticity for our talent was making sure each set reflected each individual. We shot in two houses over three days, and the key to making this feel real was to make sure each location of the house we put our talent in felt distinct.
We ended up with a complete picture of our talent, where they're from and what their interests are to fill out our set. The more they felt at home in their specific location, the more comfortable they ended up feeling on camera.
In the end, we were able to create work that not only worked for our client and built on the previous customer testimonials, but gave us a relatable way to view the Cricket customer base further enabling Cricket as a premium wireless brand. We created over 300 assets in a condensed production timeline and a tighter than usual budget.
