Client: AT&T
The Ask: Imbue meaning into the tagline “Connecting Changes Everything” and make GenZ crave AT&T.
My Role
As the Creative Chair of our team, I:
Led the creative strategy
Shaped the campaign narrative
Developed key messaging and experiential activation concepts
Worked closely with our account and research leads to ensure our ideas were grounded in insight
Creative Formula and Ad Copy
-
Shown on LinkedIn
Targeting young professionals, showing a scenario in which connecting with AT&T can change your career.
-
Shown on Instagram
Targeting social natives, showing a scenario in which connecting with AT&T can change your love life.
-
Shown on Reddit running threads
Targeting runners, showing a scenario in which connecting with AT&T can change the way you move.
-
Shown on Reddit gaming threads
Targeting gamers, showing a scenario in which connecting with AT&T can change the way you play.
Experiential Execution: Las Vegas Sphere
By running this execution during four weekends throughout September and October, including over college senior fall break, AT&T maximizes exposure to at least 20,000 Gen Z tourists who are in a mindset of adventure, excitement, and connectivity, not including the additional earned media from Las Vegas residents, visitors, and online impressions.
A 30-second animation will play on the Exosphere, starting with the AT&T logo and flipping between a variety of different moments relatable to Gen Z college students.
Additionally, there will be a 15 second AT&T-themed roulette animation, which will appear every hour on the hour. At the end of the animation, a QR code will appear, directing people to a $10 voucher, redeemable on rideshare apps and nearby fast-food restaurants.
Digital Billboard
Digital billboards in top DMAs will allow Gen Z to interact by scanning the QR code to fill in the blank. The QR code will direct users to type their answers and submit, and after they submit, the billboard will rotate through user submissions.
NOTE: This project was developed as part of a team-based competition at UVA. All work shown reflects my individual contributions to a larger collaborative effort.
Graphics and Ideation: Alex Williams
Animation: Dominick Fini and Alex Williams