NSAC
AT&T asked us to make a campaign that would build brand love with Gen Z. While we could have tried to sell the network’s speed or price points to Gen Z, we knew that wouldn’t be what makes people fall in love.
Weighing consumer and market insights, we decided that the most effective way to break through to our target was by showing them that AT&T is here to support them in their journey, recognizing who they are and where they come from, rather than telling them who they should be.
My team’s fully integrated campaign won 2nd place at the AAF NSAC District 10 competition.
Creative Director: Valentina Parades
Art Directors: Alexander Zavala, Piper Ogletree, Andrea Parades, Nora Sharaf, Claire Hartemink, Anh Tran
Copywriters: Ryan Fenton, Nicholas Bauman, Fatíma Vega
TV Spot
My primary contribution to this campaign was the production of our TV spot, which would also act as the kickoff for our campaign.
Director of Photography: Hermino Mendez
Social & Influencers
To combat the negative presence of AT&T on TikTok and other platforms, we will partner with influencers to share their stories of support on TikTok and Instagram.
Highlighting Small Wins
For the most interactive flight of our campaign, we will invite users to submit their small wins for a chance to be featured on The Sphere in Las Vegas or Times Square in NYC.
