AAF NSAC 2025
A year long campaign project navigating a real-life client. Due to NDA limitations, I am confined with what I am able to share creatively. However, here are some things our team did in the process.
The Target
How can AT&T make themselves appealing to Gen Z? This campaign explored the motivations of Gen Z, a generation chronically online but unfamiliar to the world of phone carriers.
My Role
During the project, I was able to practice my research and strategy skills. I helped in conducting focus groups and surveys to extract motivators from Gen Z.
I was also the Team Lead for Media and Budget. In this role, I connected with our Creative Team to ensure our campaign would meet our audience where they were already at.