Connecting Changes Everything
NSAC AT&T 2025
Tasked with reaching a new audience, I led the creative team for the University of North Texasâs NSAC team and developed a bold strategy to connect AT&T with Gen Z. By meeting this generation where they are, AT&T becomes more than just a service provider; it becomes a brand that grows with and supports its consumers.
Rooted in the tagline âConnecting Changes Everything,â our campaign reimagines AT&T as a brand that isadaptable, inclusive, and relevant to the diverse interests and lifestyles of Gen Z. The concept centers on âAT&T is for the ___,â allowing the message to flex across different niches, from gamers to creators to entrepreneurs.
Social Channels
AT&Tâs âFor the ____.â will be translated across a wide range of social changes targeting specific niches where people spend the most time on their phones.Short Form Content
Reels will be created to engage with our views on algorithms, targeting specific niches to link to related content.TV Spots
To display Gen Zâs diverse ways of interacting with mobility and fiber, as well as their fellow Gen Z community, we created a spot tying in all personas to share that AT&T is for everyone.
Sports and Entertainment
From sponsoring an F1 team to partnering with NCAA Football to create spaces for fans to connect before and during games, and even sponsoring stages at the hottest music festivals, AT&T meets young audiences where their passions live on and off their phone.
Live Events
AT&T is bringing Gen Z together by turning real-life experiences into connections. Through networking, creativity, and culture, the AT&T Discovery District will serve as a dynamic hub where meaningful connecting changes everything.
Out of Home
AT&T connects individuals across all languages, and billboards will be translated and placed in communities connecting through multiple languages.Mural Project
Through AT&Tâs mural project, young creatives will be connected with art scenes across the United States, opening the door to new connections.