Client: AT&T (Wasserman)
Ask: Execute an engaging campaign promoting the Rising Future Makers Program during 2024 Homecoming at select HBCUs: Florida A&M University (FAMU), Howard University, North Carolina A&T, Prairie View A&M University.
Approach: AT&T recognises Gen Z's influence in fashion, trends, and social media, therefore created a fashion-inspired experience that authentically connected to the spirit of "Homecoming drip" and HBCU mentorship culture, and was approachable for alumni and students both as a means to spread awareness and encourage entries for the Rising Future Makers Program.
Activation Touch points: video-op, creative giveaways, a school-customised t-shirt co-created with RFM Alum, Oluade Swan.
Role: Junior Art Director
Art Direction notes:
To create a relevant and vibrant booth, we looked into what we know about Gen Z, Black American's, HBCU homecoming culture and saw an intersection: fashion. Black American's are and have continued to push fashion forward, especially in the US. With this insight, bore "Human-made, Fashion-inspired" a theme explored through textile patterns and textures, embroidery, jewellery and style.
