AT&T
AT&T
PROJECT SUMMARY
Role
Graphic Designer
Type
Advertising
Year
2025
Tech
Figma, Photoshop, Ilustrator
I was a creative team member for AT&T’s campaign in the 2025 National Student Advertising Competition (NSAC), where I designed campaign branding, digital assets, and presentation visuals with a focus on connecting with Gen Z. Our team’s work was recognized nationally—winning 1st Place at the District Level (including Best Presentation and Best Plans Book), 2nd Place at the National Finals, and earning the award for Best Use of Marketing Research out of approximately 100 universities.
CONTEXT
CONTEXT
The Challenge
AT&T tasked us with increasing brand consideration and favorability among Gen Z. Because Gen Z sees “Big Wirelessˮ as a utility and AT&T as indistinctive, AT&T needs to shift from being “just another service providerˮ to a brand aligned with Gen Zʼs values and lifestyle.
Campaign Objectives
CALL FOR TRUST:
Attain 60% agreement with the statement “AT&T is a trusted ally during times of changeˮ from the campaign launch.
GO BEYOND THE BARS:
Reposition AT&T from just a recognized brand to one Gen Z can rely on by demonstrating its value during their life transitions, aiming to increase brand favorability by 10%.
GET FULLY SYNCED:
Highlight AT&Tʼs role in Gen Zʼs journey through authentic stories of connection, growth, and milestones to enhance emotional loyalty, foster belonging, and achieve a 5% lift in Net Promoter Score (NPS).
INSIGHTS
INSIGHTS
Key Insights
Empowerment fuels Gen Z's motivation, engagement, and success. Instead of seeking validation, they yearn for opportunities to prove their worth and thrive in an environment where they are encouraged to reach their fullest potential. A simple, unexpected boost of encouragement can resonate deeply, inspiring them to take bold steps toward their aspirations.
AT&T has a unique opportunity to acknowledge Gen Z’s potential and support their journey toward growth. Gen Z values encouragement and recognition, making them more likely to engage with brands that believe in their capabilities.
HUMAN PROBLEM:
Gen Z views Big Wireless as faceless utilities that lack understanding and compassion.
INSIGHT:
A sense of certainty empowers Gen Z to embrace growth.
SINGLE-MINDED PROPOSITION:
AT&T is your trusted ally during times of change.
Strategic Blueprint
PROCESS
PROCESS
The best stories start with a risk; a decision to step up, stand out, or jump in. But even the boldest moves are easier when you know you’re supported. AT&T gives you the steady connection you need to take chances and chase opportunities with confidence.
Whatever your next move is, you don’t have to do it alone. Dare to grow with AT&T in your corner – because when you’re backed up by strong & reliable connection, your possibilities are unlimited.
CREATIVE PITCH
Change is an essential part of growing up—it’s not something to fear but rather something to embrace. As you confront new experiences, step into your independence, strive for growth, and build the life you truly want. Through every milestone, regardless of how big or small, there lies an opportunity to learn, adapt, and unlock your true potential.
With each challenge, you can discover more about who you’re becoming and who you want to be. And with AT&T’s consistent connection and support, you’re never alone on this journey.
It’s the reassurance that no matter what changes you face, you can take them on with confidence. It’s the last-minute call that encourages you before a big interview. The invite that turns a new city into a new home. The Facetime that keeps your long-distance friendships alive. The swipe– followed by a questionable pickup line– that turns into a love story.
So dare to live life to the fullest. Dare to make mistakes and dare to learn. Dare to grow and dare to change. You can dare to do anything–With AT&T, Connecting Changes Everything.
MANIFESTO
DARE TO
DARE TO
SOLUTION
SOLUTION
DARE TO
DARE TO
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IMAGE DIRECTION
COLOR PALETTE
FFFFFF
49EEDC
00388f
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91DC00
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TYPOGRAPHY
Dare To Learn
AT&T would team up with Duolingo for a streak-based challenge. Users who maintained a 30-day learning streak were entered into a sweepstakes to win a trip for two to a country where their language is spoken. This activation celebrated personal growth, consistency, and the everyday dares that lead to big adventures—supported by AT&T.
Dare To Date
AT&T would partner with Amelia Dimoldenberg, host of Chicken Shop Date, to create a date night with a twist. With nearly half of Gen Z feeling more anxious about dating than other generations, this activation encouraged vulnerability and real connection through daring conversations, powered by AT&T.
Dare To HOTSPOTS
To bring Gen Z together beyond the screen, AT&T would introduce HOTSPOTS—revived third spaces powered by digital connectivity and real-life connection. Partnering with local micro-influencers, HOTSPOT events would include interactive experiences like the AT&T x FIFA Watch Party, where fans could “dare to win” through live contests, challenges, and giveaways. Promoted through social channels, HOTSPOTS would turn digital engagement into meaningful moments.
Dare To Dream In Black
As part of AT&T’s Dream in Black initiative, AT&T would partner with Doechii to host an empowering concert experience. Alongside a live performance, Doechii would share her personal #DareTo journey, inspiring Gen Z to dream without limits. Fans could share their own “Dare to Dream” moments on social media to win exclusive Doechii x AT&T merch—making the experience both interactive and deeply personal.
Dare To Move
To support Gen Z through one of life’s biggest transitions, AT&T would partner with U-Haul to offer exclusive discounts and custom-branded trucks. With 17% of Gen Z adults relocating each year, this activation would position AT&T as a reliable partner—empowering young movers to take bold steps toward independence with confidence and connectivity.
Dare To Wander
Need a new backpack for school or exploring?AT&T would team up with Cotopaxi to launch a bold and sustainable collection. The AT&T x Cotopaxi lineup would feature a brightly colored jacket, bag, and backpack—all built for adventure.
Dare To Microsite
Designed as the digital heart of the Dare To campaign, the microsite empowers Gen Z to embrace change. The platform invites users to “take on a dare,” explore personal stories from cultural icons like Jake Shane, Jared McCain, and Brittany Broski, and engage with a user-generated content gallery. Features like an interactive map and influencer spotlights emphasize the power of community during life’s biggest transitions.
Dare To Grow
To support Gen Z’s educational journey, AT&T would partner with QuestBridge—a nonprofit dedicated to expanding access to higher education. Scholarship recipients would receive discounted data plans to help them stay connected to their learning. AT&T would also host pop-up events across 10 college campuses, where students would receive free portable chargers as they dare to grow both personally and academically.
Dare To TikTok Filter
To spark everyday boldness, AT&T would launch a “Dare To” TikTok filter—an interactive experience that encourages Gen Z users to push their boundaries and take on fun, confidence-boosting dares. Users who would participate would earn a custom “Dare To” profile picture frame, turning individual acts of courage into a collective movement and amplifying campaign visibility.
TAKEAWAY
TAKEAWAY
what did we want to do and how did we tackle it?
the challenge
Gen Z is navigating constant change—new cities, first jobs, shifting identities—and craves connection, confidence, and purpose. Our challenge was to position AT&T not just as a service provider, but as a meaningful partner.
the insight
We discovered that Gen Z thrives when encouraged to take risks, embrace discomfort, and grow through experience. They value authenticity, community, and brands that support their evolution in real and tangible ways.
the idea
Dare To became our rallying cry—a campaign rooted in the idea that the biggest rewards come from bold moves. Through a series of activations, we invited Gen Z to dare to move, dream, learn, love, and grow—with AT&T by their side.
the execution
We brought the campaign to life through high-impact partnerships, interactive digital experiences, and real-world events. From Hotspots to U-Haul discounts, each activation made “daring” feel achievable, relevant, and rewarding.
