This project began as a content series and digital bracket builder during the NCAA March Madness Tournament.

Because the tournament is so unpredictable, a classroom of six-year-olds can guess the outcomes better than you can.

The digital experience incorporated hundreds of unique videos, and the bracket builder was so popular,

AT&T asked us to create more robust content to run during the AT&T-sponsored tournament broadcasts.

The campaign was so well received that the brand turned the concept into their overall brand campaign. And shortly after “Brackets” launched, Beck Bennett joined the cast of SNL.