Entrepreneurs, community leaders, and fans of ‘The Office’ gathered at Rolling Greens in Downtown Los Angeles as AT&T Business hosted a Small Business Appreciation event celebrating the one-year milestone of its ‘Wake Up With Craig‘ campaign.
Designed to spotlight the realities of entrepreneurship through humor and heart, the campaign features The Office cast members Craig Robinson, Angela Kinsey, Ellie Kemper, Oscar Nuñez, and Creed Bratton. The event served as a tribute to the small business owners who continue to innovate, create jobs, and strengthen communities across the country.
Guests were welcomed into the lush indoor-outdoor venue where they had the opportunity to connect with fellow entrepreneurs, enjoy activations throughout the space, and support a variety of local businesses featured during the event. A photo booth offered attendees a chance to capture memories from the evening while business owners showcased their products and services.
The event highlighted an impressive lineup of small businesses, including Common Space Brewery, HydraDNA, LaSorted’s Pizza, Leo’s Tacos, Lumicups, MANEATINGPLANT, Melnificent Wingz, MH Studio, Pasadena Wine Shop, Psychic Stitch, Salinas Churros, Selfie Booth 805, SkinLIV, Skywell Water, Suay LA, and Taste Salud.
As the evening continued, attendees gathered to watch the full ‘Wake Up With Craig‘ campaign film, which uses comedy and familiar faces to showcase the challenges, triumphs, and everyday realities of running a small business. The campaign was created to move beyond traditional B2B marketing by placing entrepreneurs and their stories at the center of the conversation.
Following the screening, actor, comedian, and AT&T spokesperson Arturo Castro moderated a lively Q&A with the cast. The conversation explored entrepreneurship, the campaign’s impact, and what it was like reuniting with their former castmates from The Office.
Craig Robinson is all smiles at AT&T Business’ small business appreciation event at Rolling Greens in Downtown, Los Angeles
Photo credit: AT&T Business
When asked what he was most proud of building in his own life and career, Robinson pointed to the foundation that helped launch his success.
“My comedy career,” Robinson said. “That’s where I learned a lot about small businesses. Just for the stage you gotta be the producer, the writer, the performer and getting booked and all that.”
Working on the campaign also gave him an even deeper appreciation for entrepreneurs.
“I just see all the hard work that goes in,” Robinson said. “And how connectivity can really lift a business up.”
Of course, one of the biggest highlights of the campaign has been seeing members of The Office reunite on screen.
“Oh it was phenomenal,” Robinson said of reuniting with his castmates. “We love each other. We keep in touch here and there but I don’t see them often, so to see them is always a blessing.”
Small business owner Carla Medrano and Oscar Nuñez pose at AT&T Business’ small business appreciation event hosted at Rolling Greens in Downtown Los Angeles
Photo credit: AT&T Business
Nuñez shared similar feelings.
“It’s the best because when we did the show, we had so much fun and you forget about it until people remind you,” he said. “So it’s really cool to reunite with these old friends.”
More than a decade after the show’s finale, The Office continues to resonate with audiences around the world, something both actors admitted still surprises them.
“You never get used to it,” Robinson said. “But it does feel like you have friends everywhere. It’s beautiful.”
“It continues to be relevant, it’s crazy,” Nuñez added.
The evening also highlighted AT&T Business’ ongoing commitment to supporting entrepreneurs through reliable connectivity and business solutions. What began as a successful campaign has evolved into a larger initiative focused on celebrating the people behind small businesses.
When asked what he hopes entrepreneurs take away from the campaign, Robinson emphasized the importance of support.
“I hope that they realize that they have another employer in AT&T because they’re going to get you connected,” he said.
Nuñez echoed that sentiment, emphasizing the trust many business owners have in the brand.
“They know the name. They know it’s still AT&T and they can trust it,” he said. “So if they need support in that way, it’s just a reminder, AT&T is still around, they have their pulse on what’s happening, if you need help, they’re there.”
As guests mingled throughout the evening, sampled products from participating vendors, and connected with fellow business owners, the event served as a fitting tribute to the community that “Wake Up With Craig” was created to honor.
