AT&T — Unlimited Mexico

AT&T launched unlimited calls and texts to Mexico on its pay-as-you-go plans in 2015. The studio produced a personal, first-person video built around what that actually meant for a first-generation Mexican-American: calling tías and abuelas across the border without a contract, without a fee structure to think about.

The video used the phone unboxing format as a frame. Calls to Tía Chayo, cousins in Durango, abuela in the kitchen. The closing beat — getting grandma onto Facebook ("niña, dígale quién es su nieto favorito") — sold the plan with one cultural insight: bandwidth is family.

Distributed via Being Latino's YouTube channel. 2-minute hero cut + 15-second teaser.