About.
In my second year with the American Advertising Federation Club at the University of Michigan’s Ross School of Business, I took on a larger role as the Creative Director. I oversaw the development of the plan book which outlined our campaign’s strategy and the research to support our conclusions. Our campaign reframes AT&T as more than a provider, but as an enabler of connection and meaningful moments. Our objective was to establish AT&T as Gen Z’s first choice when selecting a cellular service provider. Our group was chosen to represent the University of Michigan and present our campaign at the National Student Advertising Competition in South Bend, Indiana.
Campaign Plan Book.
Skills.
Layout Design
Content Creation
Advertising
Year.
Winter, 2025
Connect To Stay Connected Video.
The “Connect to Stay Connected” portion of this campaign utilized stickers placed in difficult-to-find locations to connect users to a free AT&T Wi-Fi hotspot when found, rewarding their curiosity and tenacity with connectivity. This concept meets Gen Z where they are, both physically and psychologically, leveraging their love of Easter egg and scavenger hunts to transform AT&T Wi-Fi into real world connection.