AT&T

As part of the American Advertising Federation’s National Student Advertising Competition, our team at Texas Christian University developed a fully integrated campaign for AT&T with one challenge: make Gen Z crave AT&T. Over three months, we conducted in-depth research using Mintel, IBISWorld, and Sprinklr data, held surveys and focus groups, and crafted a strategy positioning AT&T as more than an internet provider—a brand that powers real human connection. As Design Lead, I directed the creative system across digital, print, and experiential applications, ensuring consistency and impact from concept to presentation. The result was “I Don’t Miss,” a campaign that connects AT&T’s mission of Connection Changes Everything with Gen Z’s desire for experience, spontaneity, and authenticity—expressed through a refreshing, rebellious voice that celebrates living fully in the moment.