Connecting the family den to the fully next-gen.
I was originally brought into Digital Kitchen to helm AT&T U-verse’s extensive national ad insertion (NAI) program and associated online and in-network promotions. My team produced a suite of 15+ animated English and Spanish-language TV spots, microsite assets, and banner units, ensuring a cohesive brand voice across a massive broadcast landscape.
As AT&T’s acquisitions evolved, our responsibilities grew to include seasonal, integrated mini-campaigns for Member Marketing and other verticals. In addition to traditional ads, my team of writers, editors, designers, and animators built complex, multi-touchpoint ecosystems involving interactive video, print, and specialized in-network units designed to drive retention and upsell High-Speed Internet Access (HSIA) in a tightening market. Part of our strategy was determining that it absolutely needed to include cute animals.
Beyond the high-level strategy, we also carved out space for some of AT&T’s more playful digital initiatives. It’s just good fun to strip away the corporate polish sometimes to focus on pure engagement. One of these projects was “Bossy Dinos,” a digital busy box designed to entertain while leaning into the absurdity of parental tropes. We created a pair of talking cartoon dinosaur parents who would lob hilarious, cringy requests and bits of archaic “wisdom” at the user. It was an exercise in character-driven interactivity that proved you can deliver a brand message while still being genuinely goofy and fun. Centered on safe screen time and quality children’s content, we were able to engage the next generation while aligning AT&T with the practical, everyday realities of family life.
Beyond the traditional ad and marketing space, we partnered with DK’s live-action production studio to build the visual language for AT&T’s long-form entertainment content. This included creating the in-show packaging and network identity for Buzz and various sports documentaries—content designed to live within the AT&T U-Verse ecosystem as a value-add for subscribers.
During the latter part of our AOR role, the focus shifted from current services to future-proofing the brand. My team led special projects centered on the rollout of 5G technology, virtualization, and the early integration of AI. These initiatives were designed to translate complex emerging tech into human-centric stories for both employees and customers, positioning AT&T not just as a utility, but as a primary architect of the next generation of connectivity. This wasn’t just a messaging shift; it was a sustained, high-stakes effort to move one of the world’s largest brands into its next era, by signaling that even the most complex, technical infrastructure is ultimately about the people it connects.
