AT&T
The Invisible Link
AT&T has always powered connection. But for Gen Z, that connection isn’t something they think about. It’s something they expect.
When it works, it’s invisible. When it doesn’t, everything stops.
This campaign, The Invisible Link, transforms that invisibility into an asset. It positions AT&T not just as a telecom provider, but as a silent partner in Gen Z’s most powerful moments.
Role: Manifesto Writer and Art Director
Brand Manifesto
Content and Activations
The Invisible Link
Our campaign transforms AT&T from a faceless provider into a silent partner in Gen Z’s most powerful moments. We meet them where they LIVE, WORK, and PLAY – embedding ourselves in spontaneous experiences.
To bring this to life, we launched a mobile tour strategy hosted via a fleet of fully-custom 18-wheelers, across the three cultural modes of Gen Z behavior. As well as appearances in places like Coachella.
A digital-first loyalty system that rewards fans for engaging with any and all AT&T streaming content, gamifying participation, encouraging repeat interaction, and deepening brand connection across Gen Z audiences.
Twitch Partnership
For those wanting a deeper dive into this campaign, you’re in the right place. As part of our NSAC project, we created a comprehensive plans book that details every aspect of the rollout and strategy over the year. From budget allocation to the reasoning behind our creative choices, it’s all here—start to finish. Enjoy the breakdown.
