Client: AT&T | Year: 2019-20 | Agency: Wasserman | Role: Designer, Senior Art Director: Rose Leopold, ACDs: Alex Turk & Will Gross
One of AT&T’s signature annual events, Pebble Beach is one of the highest caliber golf tournaments on the PGA tour. We designed every aspect of the experience from the tickets to the signage to the AT&T Loft.
Sponsored by AT&T at the player level, we conducted a photoshoot with Jordan in the freshest AT&T gear on the picturesque course.
The crown jewel of the event’s AT&T sponsorship: a state-of-the-art, two-story lounge for spectators and golf fans alike, created from scratch by the Wass team.
Comfortable seating with views of the tournament allowed guests to take a seat and take in all that the AT&T Loft had to offer: the hit branded camo bucket hats, games, an inside look at Jordan Spieth’s bag, VR, and more.
In the Loft, guests were given the opportunity to putt on a digitally powered green that recreated shots and pin placements throughout AT&T Pebble Beach tournament history.
The AT&T Loft was a great success that garnered upwards of 10,000 engagements and 1.2 million social impressions, in addition to the 5,000 lucky guests who were able to visit in person.
Picking up from the soft curvature of the ticket design, the branding of the entire event took on golf ball trajectory shapes while highlighting top player moments at the tournament. Here, you see part of an 80 foot long scrim that guests walked past on their way into the event.
All of the signage looked cohesive with the soft curve branding. Here, we see AT&T-sponsored players Jordan Spieth and Maria Fassi promoting the It Can Wait program, a CPR partnership, and an environmental effort.