AT&T TV Super Saturday Night – Lady Gaga

Role: Creative Director

Led the visual identity and experiential design for AT&T TV Super Saturday Night's 10th anniversary concert featuring Lady Gaga at Meridian at Island Gardens in Miami. The event drew 8,500+ attendees and was livestreamed to over 1.39 million viewers on Twitter.

Challenge
Developing a cohesive brand system for a marquee Super Bowl weekend event that would stand out in a saturated entertainment landscape while honoring both the concert series' milestone anniversary and Lady Gaga's star power.

Approach
Created a comprehensive visual identity including logo design, custom typefaces, event signage, social media assets, and experiential activations. Collaborated across teams to integrate AT&T 5G technology into interactive elements that enhanced both the in-person and livestream experiences.

Outcome
Delivered a complete brand experience that supported a successful large-scale event. The concert livestream became the #1 trending topic on Twitter, extending reach beyond the venue and establishing a visual benchmark for the concert series.