Before we get into the Attract Loop, let’s learn about Cricket Explore…
Cricket Explore is a cellular application that is exhibited on every device within the Cricket Wireless store. When a customer enters the store, they can tap on a device and play around within the Cricket Explore application to see features of the device, the price of the phone, payment plans, and more. Additionally, when a customer is not tapping away at the phone, an automatic video loops on the device showcasing the device name and phone features, known as the Attract Loop.
Here, the Attract Loop has been redesigned to keep it Cricket friendly, playful, and on-trend with current marketing and social media topics.
On the left, you can preview the original Cricket Explore Attract Loop.
Art Direction / Digital media / Animation
From storyboards…
…to animations
Base animation created to depict what the new attract loop would look like on the Motorola Razr.
Base animation created to depict what the new attract loop would look like on the Cricket Icon 5.
The Attract Loop
The Attract Loop was created having 2 pieces in mind: the first was the OEM partnerships at the beginning, while the second showcased Cricket and everything it had to offer on your plan.
For the first piece, the goal was to create something for each brand that felt clean and premium, similar to how Apple considers their iPhone branding. We focused on creating sleek layouts with varying angled phones to bring in some energy, while also highlighting each of the phone’s unique features.
The second part was Cricket galore, bringing in the brand’s fun and lively characters dancing and using on-trend transitions and visuals that can be seen on Instagram and Tik Tok. This part was meant to be evergreen and to show the fun ways that Cricket can integrate into your life.
Each loop was created to be adaptable to 17 devices that live in store at Cricket. These are just 3 examples of how each video would be differentiated by brand, through the use of color and device angles.
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Work
Digital In-Store Application
Role
Creative Director: Shanda Ciemniecki
Associate Creative Director: Corwyn Raesz
Art Directors: Sophie Levit & Gabrielle Faletto
Copyrighters: Alexis Adame
A previous iteration
While this was not the final client winner, this was a different iteration of revamping the Attract Loop. In this case there was more of a focus on Cricket’s emojis in a more gamer-centric, consumer-friendly way.
