This project began as a content series and digital bracket builder during the NCAA March Madness Tournament. The idea was that the tournament is so unpredictable, a classroom of six-year-olds could guess the outcomes better than you can.
The digital experience incorporated hundreds of unique videos, and we created more robust content to run each weekend during the AT&T-sponsored televised tournament broadcast. The campaign was so well received that the brand eventually elevated the concept to become their overall brand campaign, which ran for several years. And shortly after “Brackets” launched, Beck Bennett joined the cast of SNL.
Director: Jorma Taccone
We created over 300 videos to populate the experience. Below, a few examples of 6-year-old wisdom.
