AT&T was a major sponsor of the 2012 Summer Olympic Games, and to prove its position as a leader in communication and technology, we decided to leverage the sponsorship and push the boundaries of traditional broadcast production. The Olympic Games are fast-moving and unpredictable. Commercials made months in advance are unable to keep pace with the ever-changing storylines. To solve this, we built and aired 'live' commercials incorporating real footage from each day's biggest event—all within 24 hours.