NSAC 2025 AT&T
“Sparking Connection”
For the 2025 National Student Advertising Competition, we were challenged with designing a campaign to target AT&T’s new generation of clients—Gen Z. Our team developed a large and cohesive campaign aimed at bridging the disconnect between Gen Z and AT&T by engaging them where they’re most active—online, within pop culture, and in their local communities. By leveraging social-first storytelling, immersive on-the-ground experiences, and a cohesive brand mission, we reimagined AT&T as more than just a service provider—positioning it as a trusted connector within Gen Z’s everyday world. Connecting changes everything, and we showed how AT&T is sparking that connection.
I served a key role as a copywriter for the campaign, ensuring uplifting and on-brand language across every point of the campaign—from the initial campaign brainstorming, to the final plans book, to our presentation script. As one of the writers and designers on the plans book team, I also contributed vital work in designing the official plans book, compelling a visual narrative tailored specifically for AT&T. As a member of the final pitch team, I was also responsible for pitching our campaign directly to the client on-site.
