Taylor Swift NOW is the ultimate experience for every Taylor Swift fan. Packed with never-seen Taylor videos, fans get an inside look at her life, and unique on-demand content spanning her entire career.
I lead the development of a social brand identity that expressed the 24/7 Swiftie party at the heart of the AT&T program's mission. My creative direction included a custom-crafted hand lettering style for a personal, human touch, an authentic DIY style that spoke fans' language, and a mix of premium elements to match the prestige of both Swift and AT&T.
15.7 BILLION Impressions
95% Brand Attribution
424K Brand Mentions
93% Positive Sentiment
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