Fastest Uploaders

When Max Park set a world record by solving the Rubik’s Cube in 3.13 seconds this past June, he needed upload speeds that are even faster to share such feats with his followers.

To demonstrate the importance of upload speeds, Hill Holliday’s new social campaign, “Fastest Uploaders,” for Frontier Communications sought out some of the fastest content creators on the internet to explain why faster uploads are critical. The campaign aims to educate and entertain viewers about Frontier's superior fiber internet speeds.

“Our new campaign for Frontier does what a social campaign is supposed to do—speak directly to people on social,” said Chief Creative Officer, Peter Nicholson, at Hill Holliday. “Our audience consists of frequent content sharers who need fast upload speeds, and the campaign delivers the message about Frontier Fiber from people that are truly amazing to watch.”

The campaign features real content creators doing what they always do, captivating their viewers with their head-turning abilities:

Max Park: The world’s fastest speedcuber was a perfect match for this project. In his video, he solves four puzzle cubes in a matter of seconds. Max, who was diagnosed with autism as a toddler, picked up a Rubik's Cube at age 9, and his life changed forever. His fine motor skills and social skills developed through competitive speedcubing. He was featured in the 2020 documentary "The Speed Cubers" and has more than 181,000 followers on Instagram.

Rock Middleton: The world’s fastest dribbler lets viewers get up close and personal as he demonstrates his dazzling skills. But Rock, who currently has 42.6k followers on Instagram, doesn’t just dribble. Viewers will see a jaw-dropping moment at the end of his video.

The Gardiner Brothers: Michael and Matthew Gardiner are five-time World Champions in Irish dance and have more than 350 million views on social media (930k followers on Instagram) where they often post from around the world. In their video, they perform a complex dance routine that is insanely fast.

“Ads that don’t feel like ads are always more effective in the social space. With this campaign, we’re informing consumers about our 100% fiber internet and faster upload speeds by showcasing amazingly talented content creators who depend on them,” said Jessica Sokolowski, VP, Integrated Marketing at Frontier. “Essentially, this format allows creators to be their authentic selves while we educate consumers about the benefits of symmetrical speeds.”

To maintain the content’s consistency while enabling creators to shoot on their own, Hill Holliday gave each creator a drop kit with an iPhone 13 Pro Max, ring light with tripod and microphone. Gear 7 pre-loaded software onto the phone so production team members could stream into the shoot, control the lensing and upload footage to the cloud.