AT&T
Challenge
Engage and authentically connect with multicultural audiences through a culturally relevant platform while maintaining brand alignment within a large national organization.
Strategy
Develop visually compelling, story-driven creative that celebrated culture, innovation, and community. Ensure brand consistency while elevating authenticity and emotional resonance across platforms.
Execution
• Art direction across print, digital, and experiential assets
• Adapt art for campaign visuals and onsite content
• Event branding and environmental graphics
• Adaptation of national assets for targeted audience segments
Impact
Delivered at the Essence Festival in New Orleans, the assets provided culturally resonant creative that strengthened engagement and reinforced brand relevance for an international audience.