AT&T
Baby's First Dunk
Mar 2026
AT&T explores the role of connectivity in everyday life with 'Baby's First Dunk,' a commercial centered on a domestic scene featuring a young toddler practicing basketball at home. The project captures an intimate family interaction facilitated by video technology. Developed in collaboration with an agency collective including Dieste, BBDO New York, RAPP, Critical Mass US, and Wasserman, the production team at SMUGGLER, Arts & Sciences, and Zuma Seven utilized a live-action technique to realize the story. The narrative is framed through clean, cinematic visuals, leaning into the warmth provided by natural light to highlight the home interior setting.
Horizontal, Cinematic, Clean
Natural light
Telecommunications
Living Room
TVC / TV Commercial
Associated creatives
