This Black History Month, AT&T Dream in Black presents the return of Black Future Makers, a future-forward celebration of inspirational people in the culture. The campaign was announced via a commercial celebrating frontline workers and everyday heroes from Chicago in a spot voiced by NBA superstar, philanthropist and entrepreneur LeBron James.
James is also one of this year’s Black Future Maker honorees.
“How do we revere the doers and the dreamers, thank the makers, shapers and creators of not just today, but tomorrow?” James asks at the beginning of the commercial which was created by our friends at The 360 Agency and produced by One at Optimus. Over his baritone voice, the viewer sees a montage of moving images of the everyday heroes.
A doctor, a dancer, a veteran, a teen activist, a firefighter, and an AT&T essential worker are among the inspirational figures LeBron calls out in the Black Future Makers spot. Watch below:
“Proud that AT&T and The 360 Agency took the bold step to shine the spotlight on exceptional Black Future Makers, especially those from my hometown of Chicago, who truly represent the heart of America.
It was an honor to get to work with such powerful storytellers including artist Temi Coker, composer Mansa “Chief” Wakil and LeBron James who truly allowed us to celebrate real Black Future Makers who may not have been known to the masses… and should be known now,” The 360 Agency EP, Harry Lowell told Reel Chicago.
Lowell went onto explain the production measures the agency and production team took during Covid. “Production during this Covid pandemic is always a very calculated and meticulous process to ensure the safety of everyone involved. Chicago has some of the best Covid protocols and procedures in place, in addition to those mandated by state, federal and union guidelines.”
He also noted, “The amazing Chicago crews allowed us to safely film such a powerful story. There have been some great production advancements made to find creative and safe solutions that allow remote storytelling to continue. Still, we all look forward to the day when production can return to normal… or at least a new normal.”
Throughout the month of February, a new group of Black Future Makers will be revealed every week. The honorees range from Grammy-award-winning music artists such as DJ D-Nice and media executives to independent filmmakers and even a medical physicist.
This spot, with LeBron James, is just one of many ways AT&T is celebrating and uplifting the Black community while also framing what the campaign is really about – how all members of the community, even people who are not public figures – have it within them to be Black Future Makers.
In addition to Dream in Black’s celebration of Black Future Makers, AT&T is committed as a company to championing equality and supporting the Black community beyond the month of February.
“A core part of our commitment and responsibility to diversity and inclusion is to speak up for change and make a meaningful contribution to a more equitable society,” said Corey Anthony, AT&T Chief Diversity and Development Officer.
He notes, “AT&T spent $3.1 billion with Black-owned suppliers, surpassing a $3 billion two-year commitment to drive diversity and inclusion across our business and communities where we live and work. We know we have more work to do, and it is our hope that through supporting the Black community in actionable ways, we can champion equality, create opportunities, and support the next generation of Black Future Makers.”
- Val Vargas – SVP Consumer Advertising
- Marc Burns -VP of Advertising and Social Media
- Mariel Llenza – Director of Marketing Advertising and Social Media
- Jeanie Weaver – VP Retail and Special Experiences
- Angela Burgin – Director Marketing-Management Special Events
- Matthew Brooks – Senior Lead-Creative Direction
- Robert Hebert – Lead Manager Special Experiences Team
AGENCY: The 360 Agency
- Tamala Barksdale- Vice President / Partner
- Tish Galindo – CEO / Partner
- Dino Spadavecchia – Executive Creative Director
- Harry Lowell – Executive Producer
- Ari Wilhelm- Producer
- Audra Brown- Head of Business Affairs
- Sally Katovsich- Account Supervisor
PRODUCTION COMPANY: ONE AT OPTIMUS
- Dave Buerhle – Head of Production
- Ben Dickinson- Director
- Kirby Griffin – Director of Photography
- Michelle Tocash – Line Producer
PRODUCTION COMPANY: Ghost Robot
Mark DePace – Partner
EDIT: Lark Edit
- Betsy Beale- Executive Producer
- Remi Aaron – Editor
- Mike Wolfe – Editor
COLOR: Company 3
Ashley McKim – Executive Producer
Bryan Smaller – Colorist
VFX: THE MISSION
- Jessica Locke – Executive Producer
- Ryan Meredith – Producer
- Gizmo Rivera – Lead VFX Artist
MUSIC: Mansa Wakil
ARTIST: Temi Coker