Amplifying voices through equitable representation.
The Challenge
The Challenge
AT&T and Translation sought a soundtrack to amplify the story of how the 5G Helmet would revolutionize communication for the deaf and hard-of-hearing community.
UnitedMasters was tasked with sourcing talent who could bring this story to life with authenticity and power.
AT&T and Translation sought a soundtrack that would amplify the story of how the 5G Helmet would revolutionize communication for the deaf and hard-of-hearing community.
UnitedMasters was tasked with sourcing talent who could bring this story to life with authenticity and power.
The Work
UnitedMasters drafted Amira Unplugged to create a powerful cover of Simon & Garfunkel’s 'The Sound of Silence.'
With the help of Samuel 'Tone' Barnes and WRLDFMS Tony Williams, the track was transformed into a moving anthem, elevating the campaign’s message of inclusion.
The Impact
As a member of the deaf and hard-of-hearing community herself, Amira became the face of the campaign, getting not only the football world talking – but the world talking. Amira’s story was picked up by several press outlets, including Hypebae, The Atlanta Voice, and The Hollywood Reporter, further amplifying the campaign.
After a successful campaign launch, Translation and AT&T continued to work with Amira to sustain the campaign’s message and showcase the impact of this new technology. Amira performed live in front of her billboard in Times Square, creating content to share on AT&T’s social channels.
UnitedMasters further worked with Amira to release her cover of “The Sound of Silence” on streaming platforms, where it picked up several playlist placements, including “Morning Commute” on Spotify and “Breaking R&B” on Apple Music.
4.3B impressions in the first month
PLACEMENTS on multiple Spotify and Apple Music playlists for “The Sound of Silence” cover
FEATURED IN: Adweek, USA Today, The Washington Post, Sports Business Journal, ESPN, Good Morning America, and more.
Artist Testimonial
"I got flooded with DM’s when that commercial aired from all kinds of folks, but particularly from the hard-of-hearing community and from the Muslim community. People being like, 'this is representation on the world stage!' We don’t get that, especially with major brands.”
