For younger people known to use their devices for entertainment and social activities, I leaned into modern vernacular and memorable phrases that spoke to their highly dynamic needs.

People with NFL Sunday Ticket loved their sports, so I keyed into that language and highlighted features that would appeal to the audio-visually statistic-minded.

HBO was included with one of AT&T's data plans, so we built an email series around the studio’s most talked-about show, Game of Thrones. The emails were intended to convince fans to switch to AT&T for better entertainment—and succeeded. These “fire” and “ice” versions outperformed the non-themed control.

Aiming to amp the performance of AT&T’s direct mail, we leaned into viewership data again, targeting people who watched sfi-fi and action content with messaging based on an upcoming Star Trek series.

I worked iconic phrases from the Trek universe into headlines and body copy promoting an unlimited data plan. Each reference was an Easter egg of sorts for anyone even vaguely familiar with previous series and films.

We also knew which AT&T customers had children in their homes. So why not target them with empowering family-friendly messaging? We proposed doing just that.

Here I used language that tied to the animation-based visuals and gave parents a subtle pat on the back for thinking of their kids.