Many brands struggle to find purpose—often making it up with the help of marketing. Verizon has had a great purpose from day one: “to build the best network”. And this intention is deeper than being better than others, contrary to popular belief. It’s an internal standard, a relentless spirit and a drive for excellence in everything they do. So, we created a platform to share the true intention behind everything Verizon does, in real life, one reason at a time.
This project became essentially a Biography of the Network, told through hundreds of chapters in the words and actions of the people who build it.
“Verizon shows what it took to wire U.S. Bank Stadium for 73,000 fans at the Super Bowl.” - Adweek
Authenticity meant avoiding advertising tricks and using honest storytelling, so we developed a newsroom, with dedicated documentarians, journalists and producers—a separate office inside the agency where this group sits together and runs everything, from interviews, scripts, shots, and edits to sound and traffic. All working to showcase the stories behind the network as they happen.
- 50+ films produced to date
- 100+ engineers interviewed
- 14 key cities across the country
To connect intention and audience, we devised a Local-Up approach, using real locations, real Verizon engineers, and real reasons. Because the more real it becomes, the less it can be challenged by silly competitive claims.
total views to date
completion rate on YouTube, 200% above platform benchmark