role: art director & designer

challenge:
at&t fails to resonate with gen z, the first generation to be raised in a completely online world.

ask:
how can we make gen z crave at&t?

idea:
'when you’re heard, you’re seen.' a campaign highlighting the unique, small moments between young people and the people they love most. while the audience faces a loneliness epidemic rooted in their constant connection, connection simultaneously empowers them to experience moments that give them their sense of belonging and purpose.