AT&T Entertainment Integration Campaign

Role: Creative Director

Directed the evolution of AT&T's in-store retail graphics to position the brand as an entertainment destination, integrating premium content (HBO) with mobility offerings. This work contributed to AT&T Creative Services being named 2017 In-House Agency of the Year.

Challenge
Shifting brand perception from telecom provider to entertainment gateway while maintaining product focus and balancing content partnerships with AT&T's brand presence in retail environments.

Approach
Developed a signage system that combined HBO content with AT&T mobility through custom-modeled, agnostic glass device renders. This approach allowed entertainment narratives to shine through the devices without competing brand elements, while streamlining production by eliminating third-party device approval requirements.

Outcome
Created a scalable in-store experience that successfully repositioned AT&T's retail presence. The campaign earned two Gold awards at the 2017 IHAF Awards and established a visual framework for future entertainment partnerships.