AT&T
Apple iPhone Launch
AT&T partnered with Apple to launch the iPhone 17 Pro through an integrated campaign spanning television, social media, and digital advertising. Our team developed AT&T's digital campaign in alignment with the television spot, creating social and interactive experiences that highlighted the Center Stage feature for families and accomplished professionals. Inspired by the TV campaign, our work translated its visual storytelling into platform-specific experiences featuring motion, interactivity, and the playful recurring appearance of AT&T's new spokesperson, Ted.
As an Art Director, I collaborated on the creative concept and execution of the digital campaign, designing social, display, and partner assets across platforms including Reddit, Snapchat, Facebook, Instagram, and TikTok. Working closely with creative, motion, and production teams, I helped translate the campaign into engaging digital experiences while maintaining a cohesive visual language across every touchpoint. We also integrated AI throughout the creative process, from concept exploration and compositing to generating production-ready backgrounds for the shoot—streamlining iteration while supporting a more efficient production workflow.
ROLE | Art Director
Led a multidisciplinary design team in collaboration with creative, motion, and production partners.
The television spot, created by an external agency partner, established the creative direction for the campaign. My work focused on extending that concept across AT&T's digital and social ecosystem.
The iPhone campaign was part of Precision, an innovation initiative at Critical Mass exploring how modular creative and AI-assisted production could deliver more relevant content at scale. The approach transformed a single production into adaptable assets tailored across audiences, platforms, and formats.
AT&T Precision
Precision showcase by Critical Mass. I contributed campaign work and AI-generated assets featured in the presentation.