AT&T

Hello Lab

For video creators, VidCon is three days of 25,000 screaming fans stalking their every move and taking a no-holds-barred approach to capture their attention. Thus, Creators needed a place to retreat away from the vid-sanity; OBE and AT&T offered a solution. We created The Hello Lab—a chill, exclusive after-hours rooftop lounge featuring DJ mixes, late-night eats and an open bar for content creators. There was no hashtag, no heavy-handed branding, and most importantly, no pressure to post socially. Our message was simple, to remain creative, these masterminds needed an opportunity to chill out. The space created so much buzz that those not on the guest list tried sneaking up the laundry shoots to gain access. Too bad for them we had already thought of that.