Everyone knows the dreaded loading wheel - a.k.a the universal symbol for &#%! - all too well. So through banners, pre-roll, social posts, and display, our Wheel Of Whoa campaign took the most annoying part of our internet lives (i.e., the buffering symbol) and turned it into beautiful art and entertainment. We were able to bring culture and advertising together by giving life to the loading wheel through the animations of artist Pablo Rochat. All to reinforce AT&T Fiber’s speed and reliability messages, and remind consumers that the days of waiting for content to load should be long gone.