In recent years, the debate over Apple Music versus Spotify subscriptions has intensified.
Despite Apple Music’s steady revenue growth, it struggles to resonate culturally with Gen Z, only capturing 14% of U.S. music streamers, far behind Spotify’s 35%. In a hyper-competitive streaming market, Apple Music lacks a distinctive cultural edge that emotionally connects with younger audiences. Or have they just been ignoring their strength all along?
Apple Music X iTunes Era
Tide x UNT NSAC Campaign
Not just a temp change is a shift in habits. Unlike most behavioral changes, which last only for a season, this campaign communicates a permanent switch not only in temperature but also in mindset and lifestyle. Considering the target audience of 18-35 years old, who are active and influential on social media, #ResetTheCycle is the digital identity of the campaign. Intended to grab their attention and encourage them to change the pattern of their laundry choices and make the final switch to cold water washing. This campaign focuses on the long-term benefits of time-saving, garment preservation, and a positive environmental impact.
AT&T x UNT NSAC Campaign
Tasked with reaching a new audience, I led the creative team for the University of North Texas’s 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 “Connecting Changes Everything,” our campaign reimagines AT&T as a brand that is adaptable, inclusive, and relevant to the diverse interests and lifestyles of Gen Z. The concept centers on “AT&T is for the ___,” allowing the message to flex across different niches, from gamers to creators to entrepreneurs.
Liquid Death X Alamo Drafthouse
Through the depiction of monstrous characters, we’ll bring to life the real trials of summer. From melting creatures to horrendous family vacations, we will show that the season isn’t always as glamorous as it’s made out to be.
But with a brand like Liquid Death, surviving summer doesn’t have to be scary.
UNT CoLab Merch
After completing a class project for ART 4899: Interdisciplinary Art and Design Topics, I had the opportunity to work alongside UNT CoLab to create two designs. You can find these designs in-store, where shirts, pins, and stickers are available for purchase.
The designs are interpretations of UNT’s mascots: Scrappy the eagle and Lucky, the albino squirrel who has become a campus celebrity. Both feature an Americana-inspired aesthetic that brings a fresh twist to these iconic campus symbols.