AT&T X Gen Z
A bold, insight-driven campaign reframing AT&T’s reliability as emotional trust in Gen Z’s most connected moments. Built around the cultural phrase “I don’t miss,” the work positioned AT&T as a brand that consistently shows up, socially, culturally, and in life. From strategy to execution, the campaign lived across social platforms, sports culture, and real-time digital moments, tapping into Gen Z’s language, humor, and expectations of connection.
MY ROLE
As Creative Director for TCU’s NSAC team, I led the campaign’s creative direction from concept to execution. I helped translate audience insights into a unified creative platform, overseeing messaging, visual language, and tone to ensure every element felt intentional, culturally relevant, and strategically sound. I worked closely with our strategy and media leads to bring the campaign to life across multiple touchpoints, aligning every piece with Gen Z’s expectations for authenticity and connection. I also served as one of our lead presenters, pitching the campaign to a panel of industry professionals at the national competition.