When AT&T wanted to build brand love with a whole new generation, we knew the swing could not be a small one. And bringing to life a campaign to life with the word's biggest (and dare I say busiest!) pop star, meant becoming both a brand expert and a celebrity whisperer to knit the too mega brands into one authentic fan experience.
Experiential Events • Social Media • Community Marketing • OOH
I lead the development of the program's brand identity that expressed the 24/7 Swiftie party at the heart of this partnership's mission. My creative direction included a custom-crafted hand lettering 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
