AdWorks Concept Campaign

Role: Creative Director

Developed campaign concepts for AdWorks (AT&T's addressable advertising platform) contrasting traditional demographic-based ad buying with precision targeting capabilities.

Approach
Created conceptual campaigns using humor to illustrate the inefficiency of broad demographic targeting versus individual-level addressable advertising. The concepts positioned addressable advertising as a more precise, cost-effective alternative to traditional media buying methods.

Outcome
While not published, the concepts successfully communicated the platform's value proposition internally and contributed to strategic discussions around addressable advertising positioning.