NSAC AT&T Client

University of Texas at Austin | Advertising Capstone with Dr. Liza Lewis

Client: AT&T
Role: Strategy + Creative Team Contributor
Instructor: Dr. Liza Lewis
Program: Texas Advertising (ADV 373 + PR 367)

📋 Project Overview
As part of the American Advertising Federation’s NSAC competition, our team at UT was challenged to develop a fully integrated campaign for AT&T — one of the nation’s largest telecommunications brands.

The brief asked us to solve a real-world marketing challenge: increase brand relevance and emotional connection with Gen Z, especially in the face of rising competition and shifting digital behavior.

🎯 Campaign Objective
Drive awareness, relevance, and long-term loyalty to AT&T among Gen Z (ages 18–24) through a culturally relevant, digitally-forward campaign strategy.

🧠 My Role
I contributed to both strategy and creative concepting, helping bridge research insights with bold, Gen Z-aligned storytelling.

Key Contributions:

Conducted primary & secondary research on Gen Z media behaviors, cultural values, and tech use

Assisted in persona development and customer journey mapping

Participated in ideation sessions to build creative campaign concepts

Wrote copy and helped with brand voice development for pitch materials

Supported deck design and visual storytelling for the final client presentation

🧩 Strategy Highlights
Insight: Gen Z doesn’t just buy from brands — they engage with them when they feel seen, heard, and represented.

Brand Truth: AT&T is rooted in connection and innovation — but needed to show up more authentically in digital culture.

Strategic Platform: "Plug In, Be You."
A platform that empowers Gen Z to stay connected while exploring who they are — digitally and IRL — through AT&T’s tech, partnerships, and culture-forward content.

🎨 Creative Concept
Gen Z creators share how staying “plugged in” powers their passion — from activism to art, gaming to small businesses.

💡 Skills Gained
✔ Brand strategy
✔ Gen Z research
✔ Creative storytelling
✔ Pitch development
✔ Collaboration across departments (media, strategy, creative, PR)
✔ Working under real client constraints and deadlines

📍 Takeaway
Working on the AT&T NSAC campaign pushed me to think like a strategist and storyteller simultaneously — blending data with empathy to create work that speaks to both business goals and human connection. DIVERSITY IS KEY!