There’s always an insight that lights the fuse. The one for this specific firework show was this:

CONSUMER INSIGHT: Paralyzed Idealists have a deep desire for connection, but don’t realize that they already have it--WITH AT&T.

BRAND INSIGHT: AT&T’s mission to deliver seamless worldwide coverage is more important than ever.

A campaign wouldn’t become a campaign without the strategy. Without it, it’s just another pretty deck that falls apart under pressure.

For this campaign, we grounded everything in a clear, culture-rooted approach:

STRATEGY:
For the Paralyzed Idealists who crave authentic connection but are overwhelmed by surface-level interactions, AT&T provides the invisible infrastructure that helps them recognize what they already have.

This is where things get REAL. A campaign centered on the truth that “you really can be there” — not just on the grid, but emotionally, meaningfully, actually present.

We introduced the idea of Pocket People — the people you carry with you in texts, call logs, playlists, and unsent messages. They live in your phone, sure, but also in your life. You don’t always talk, but they’re always there. And AT&T is the invisible thread that keeps them close.

Because in a world of scrolls and surface-level interactions, AT&T reminded Gen Z:

You really can be there.

This project reminded me that strategy doesn’t happen in isolation, it happens in conversation. From the earliest brainstorms to our final presentation, every piece of this campaign was shaped by teamwork. The Pocket People concept wasn’t a single genius moment. It actually took us so long to get there. It was a slow-build spark that came from listening to each other, pushing ideas forward, and creating space for unexpected connections to surface.

Working on a quick turnaround meant we didn’t have time to overthink every detail, but we also couldn’t afford to cut corners. I learned how to balance speed with substance. We made fast decisions, but they were rooted in real insight. Every slide, every sentence, every visual had to ladder back to what our audience actually needed: reassurance, intimacy, and something that felt real.

This campaign also taught me how valuable it is to trust your team. The best ideas didn’t always come from the strategist, believe it or not (past me would not haha!). Sometimes it was a line from an art director, a creative concept from a copywriter, or a spark from a teammate who challenged my thinking in the best way. Creative work like this doesn’t just happen because people are talented, it happens when they’re open, curious, and willing to build together. I was so lucky to have such a great team who was open to listening to every idea.

And finally? I learned that strategy isn’t about being the loudest voice in the room. It’s about being the one who listens closely enough to hear the thing no one’s said yet, and then finding a way to say it so people feel it.