Case Studies
Creating A Moment Worth Sharing
Click the image to view the Dallas Cowboys Moment of Exclusivity video that runs at all home games inside AT&T Stadium.
The Challenge
AT&T wanted a high-energy video that excited Dallas Cowboys fans and elevated the energy in stadium. This video needed to cut through a list of distractions, from phones to food and music to merch. The last thing fans wanted was to be served an ad, so the video needed to feel like part of the entertainment they paid for.
The Insight
As the saying goes: Everything is bigger in Texas. This is especially true of Dallas Cowboys fandom, with the team boasting the largest fanbase in the NFL and the highest home attendance of any NFL team.
The Strategy
Turn the sponsorship into entertainment. Instead of asking fans to stop and watch an ad, create a larger-than-life gameday moment rooted in Texas culture. Lean into the idea that everything is bigger in Texas by partnering with BigXthaPlug, one of the state’s biggest emerging artists, and reimagining his hit song “Texas” to transform AT&T’s brand purpose into a culturally authentic experience fans would embrace as part of the game.
The Results
This video reached far beyond the seats of the stadium and became a fan moment that extended beyond the game. By grounding the creative in a cultural insight rather than a traditional sponsorship message, the activation generated organic conversation and sharing across social platforms, transforming a sponsorship message into a piece of entertainment that connected AT&T with Cowboys culture.
Connecting Changes Everything
Click the image to watch the anthem film for AT&T’s brand purpose launch.
The Challenge
AT&T had a perception problem common across the telecommunications category: customers saw the brand as a utility—a bill to pay—rather than a partner in their lives. While connectivity powered meaningful moments every day, the emotional value of that connection was often overshadowed by the products and platforms AT&T’s services enabled. AT&T needed to shift the conversation from what it provided to what connection made possible.
The Insight
Connection is the catalyst behind life’s most meaningful moments. From helping people overcome challenges to creating opportunities they never imagined, the right connection can change the trajectory of someone’s life.
The Strategy
Bring “Connecting Changes Everything” to life through real stories that demonstrated the power of connection. Identify human proof points that showed how technology enabled greater possibility, then translate those stories into compelling creative narratives in a multi-channel integrated campaign across TV, digital, print and audio that positioned AT&T as a brand that helps people move forward.
My Role
I helped uncover the human stories behind the brand promise by researching proof points that demonstrated how connection changed people’s lives. For print and audio campaigns, I identified audience tensions and insights, developed creative briefs and partnered with creative teams through kickoff, development and review processes to ensure every execution reinforced the broader brand narrative.
The Outcome
The “Connecting Changes Everything” platform launched across TV, audio, print, display and social channels, generating more than 570 million impressions within five months. The campaign drove a 14.3-point increase in Brand Love and achieved a 104.5% digital engagement rate, demonstrating the impact of shifting AT&T’s brand story from a functional service provider to an enabler of greater possibility.
Masters Journal Print Campaigns
One of many print ads that appeared in the Masters Journal magazine.
The Challenge
The Masters Tournament is one of golf’s most historic and tradition-rich events, with generations of fans returning year after year for the experience. As the tournament explored new ways to engage younger audiences and enhance the fan experience through emerging technology, AT&T needed to find a way to introduce innovation without disrupting the traditions that make the event iconic.
The Insight
For many golf fans, the Masters Journal was a ritual that signaled the tournament was approaching. At the same time, technology was changing how sports fans experienced the games they loved, with more than two-thirds of consumers using mobile devices to receive regular game and player updates.
This revealed an opportunity: technology did not have to replace tradition to create deeper engagement, it could enhance the rituals fans already valued.
The Strategy
If immersion isn’t always enabled by connectivity or technology, how could AT&T use connectivity to make a traditional print experience more immersive?
Transform the 2025 Masters Journal from a static publication into an interactive fan experience by creating a seamless connection between the tradition of the tournament and the possibilities of technology with AT&T. The strategy guided creative development beyond a functional QR code, encouraging an execution that felt native to the Masters environment while rewarding fans with exclusive experiences.
My Role
I conducted audience research to uncover fan behaviors, motivations and emerging technology trends shaping sports experiences. These insights informed creative strategy, helping identify the opportunity to bridge print and digital engagement. I translated those findings into creative briefs, partnered with creative teams through development and supported reviews to ensure the execution aligned with audience needs and brand objectives.
The Outcome
The strategy evolved a traditional print experience into an interactive fan engagement opportunity, using custom golf-inspired QR codes to connect fans with a surprise-and-delight moment featuring AT&T-sponsored athletes. The work demonstrated how technology could enhance traditions that make sports experiences meaningful.
Thought Leadership
I continuously influenced brand strategy outside of campaign work.
The Challenge
Brands compete in a constantly changing cultural landscape. Beyond campaign performance data, teams need a view of what competitors, audiences and culture are signaling about where opportunities exist.
The Approach
I created recurring competitive intelligence reports that combined campaign analysis, cultural trends and strategic POVs to identify opportunities for AT&T’s brand and marketing efforts.
The Insight
The most valuable competitive analysis insights went beyond what other brands were doing. They helped with understanding why those ideas resonated and what principles could be applied to future AT&T work.
The Impact
Produced 60+ competitive intelligence reports featuring brand spotlights, cultural observations and actionable recommendations that informed strategic conversations and inspired future marketing initiatives.