AT&T
May 2025

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Overview:

As part of the 2025 National Student Advertising Competition, AT&T challenged teams to reposition the brand for Gen Z (ages 12–27) by increasing consideration in a saturated wireless market, reframing connectivity as a cultural force rather than a utility, which we brought to life through a fully integrated campaign spanning digital storytelling, influencer partnerships, experiential activations, and on-campus takeovers designed to embed AT&T into key Gen Z cultural moments.

Executions

Strategy

Chauncey Walker

(1) Interview Magazine

(2) Playboy

(3) AT&T

(4) Adobe

(5) Tide

(6) Indeed

⁽¹⁾Interview Magazine

⁽²⁾Playboy

⁽³⁾AT&T

⁽⁴⁾Adobe

⁽⁵⁾Tide

⁽⁶⁾Indeed