Comcast – In-Store Experience

Building digital and
physical experiences around
people—not spaces.

— CASE STUDY VIDEO —

How
did it?

In 2016, Comcast Xfinity decided to look for a new partner to reshape its in-store experience nationwide.

The Company wanted to secure its role as America’s leading communications, media and entertainment provider by bringing the brand to life through innovation and prove that cord cutting isn’t the best solution when it comes to integrated in-home solutions.

Our role was simple at first—to create content and digital experiences around the store’s existing architectural design. That was the natural course for a project of this caliber. First, architects design the store, then we fit experiences around it. Right?

Wrong.

But how do you break years of store design tradition?

Instead of building experiences around spaces, we started creating experiences around people—the users. We had to move the store from a purely e-commerce path to a truly immersive brand experience.

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The store’s existing layout
proved problematic in terms of both
physical flow and opportunity
for product messaging.

So we proposed a complete design overhaul.

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— FLYTHROUGH —

— INTERACTIVE PASSION BAYS —

— DIGITAL QUEUE PILLARS —

— MULTI-MEDIA DIGITAL WALL —

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When it came to content itself,
we needed to both successfully inspire
and thoroughly explain.

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— CONTENT HIGHLIGHTS —

Hero Stories appealed to customers on a emotional level.

— SELECTED SPOTS—

We created over 60 pieces of content. Here are a few selected ones.

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In less than one year, Huge and
Comcast envisioned, conceptualized and
brought a brand new store experience to
life—from the ground up.

The store became a reality on February 2017 in Philadelphia,
followed by 350 new XFINITY store releases nationwide. 

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— CREDITS & HONNORS —

CREATIVE TEAM

CREATIVE DIRECTOR
Flavio Vidigal

ECD
Tim Nolan

GROUP VP USER EXPERIENCE
Emily Wengert

UX Lead
Greg Zulkie

ACDs
Mike Zuckerman
Howard Myint

ART DIRECTORS
David Chun
Natalie Mammone

DESIGNERS
Sam Wilkes
David Schnupp
Matt Brown

COPYWRITERS
Rachel Landau 

STUDIO & CONTENT

EXECUTIVE PRODUCERS
Sosia Bert
Chris Detoy

HEAD OF PRODUCTION
Allison Keiley

PRODUCERS
Sam Chung 
Nick Guzman
Sally Symons
Bridget Sheils

Design Director
Junichi Otake

LEAD VFX ARTIST
Andre Holzmeister

MOTION GFX ARTISTS 
Videl Torres
Marlon Morina
Robert Paynter
Hailey Lee

LIVE ACTION DIRECTOR
Otto Arsenault 

EDITORS
Jeremy Brunjes    
Jereme Mongeon

ACCOUNT & STRATEGY

PRESIDENT, CLIENT SERVICES
Eric Moore 

GROUP DIRECTOR, BUSINESS
Jim Casey

ACCOUNT DIRECTOR
Paulette Stone

ACCOUNT DIRECTOR
Paulette Stone

PROGRAM DIRECTOR
Jessica Gallagher
Kristen Benel


ENGAGEMENT DIRECTOR
Jessica Gallagher

PLANNING LEAD
Jenna silverman


CLIENT SERVICES ASSOCIATE
Gabe Myerson

PROJECT MANAGEMENT
Jody Cooperman
Steven Medcraft
Abby Kirschner

DEVELOPMENT & TECHNOLOGY

TECH DIRECTOR
Tan Quach


ASSOCIATE DIREDCTOR OF ENGINEERING 
Paul Farina


CREATIVE TECHNOLOGIST 
Andrew BelL

CREATIVE DEVELOPER
Kevin Kneifel

Envisioned, Designed and Brought to life at HUGE

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