Choice Hotels

A campaign system built to work harder across every sub-brand.

Tool Experience builds the thing worth talking about.

Then we shape how it's shared.

Sometimes it's an earned stunt. Other times it's a fully designed flagship activation.

We fuse experience design, event production, and creative technology to turn moments into emotion, memory, and attention that sticks.

We've picked up some of the shiniest trophies on the biggest stages — but our clients hire us for the work, not the hardware.

Selected work

AT&T – Wake Up with Craig · AT&T / BBDO

We turned a comedian into an AI alarm clock

2025 Telecom · Entertainment · Technology

The challenge

AT&Twantedtoreachsmallbusinessownersinawaythatfeltgenuinelyusefulandentertaining—adailytouchpointpeoplewouldactuallylookforwardto,notaone-timead.

A staged retirement stunt — Craig dropping the mic at a packed club, billboards lighting up Los Angeles, social feeds buzzing — turned the product reveal into a culture moment that earned press before the clock ever shipped.

The idea

WhatifCraigRobinsonwaspersonallyhypingyouupeverymorning?Notapre-recordedmessage—aliving,responsiveversionofCraigwhoknewyourhustleandneverranoutofmaterial.

An AI clone of Craig Robinson — voice, likeness, and attitude — delivering 365 days of personalized, on-brand motivation to small business owners every single morning.

The experience

Small business owners received a physical CrAIg clock and unboxed it to discover Craig Robinson's voice greeting them directly.

01 / 04

What we made

01A custom AI voice and likeness clone of Craig Robinson

02A physical alarm clock — 50 fully functional units fabricated and shipped

03An AI content engine generating 365 days of original wake-up material

04Original AI-generated music and hype tracks in Craig's voice

05A brand safety layer keeping every output on-character and AT&T-compliant

Proof

Billions

impressions from AI-driven stunt

50

functional units fabricated & shipped

365

days of content built into the system

Ad Age coverage

Featured July 9, 2025

Entertainment Tonight

On-air segment, July 9, 2025

Adweek coverage

Featured October 1, 2025

Tool invented a full production pipeline — merging hardware manufacturing, live-action capture, AI cloning, and UX — to create a product that delivered original branded content indefinitely. It proves Tool can transform a single talent relationship into a scalable, living content system with both physical and AI dimensions.

Selected work

EVA Air – Augmented Reality OOH

AI-enabled production that turns one idea into platform-ready volume.

View project