When Blackberry was launching their revolutionary 9700, we developed a campaign and launched a spot directed by Michael Mann. The video ran as a :30 spot, as well as a 2 minute movie trailer, incorporating a personalized experience where "you" become the hero.
My role: At BBDO, myself and our Creative Director, Cabot Norton, presented this extra digital idea to the AT&T CMO, after reviewing some alternate tv spots. The digital idea was to develop a movie trailer where each person was the hero. The CMO said to us "I want that to be my entire campaign". So it became a 360 campaign, where we cut down to a :30 spot to air on tv and drive to our microsite. We were able to hire Michael Mann to direct the video, which was an incredible experience working for the director of a couple of my all time favorite movies.