AT&T

Three women smiling and dancing in front of a cityscape background with the AT&T logo and text that reads 'DREAM in Black, Connecting Changes Everything.'
Event invitation for AT&T's 'Dream in Black' celebrating Big Sean and Black Future Makers, featuring Big Sean and a performance hosted by Pretty Vee on February 10, 2023.

Challenge

Engage and authentically connect with multicultural audiences through a culturally relevant platform while maintaining brand alignment within a large national organization.

An indoor conference event with attendees, a large digital screen showing a smiling woman, and branding for AT&T Fiber and 5G. The room features futuristic lighting and blue decor.

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

A large indoor event space with blue neon lighting and string lights hanging from the ceiling. There is a big screen showing three women smiling and enjoying themselves outdoors. Below, there are people walking around, some walking through a circular archway decorated with illuminated rings, and others near booths or stations, including a QR code display. The scene suggests a technology or promotional event.

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.