AT&T
For AT&T, my messaging brought direct marketing efforts to life. I brought offers to life and upsold services with clear, compelling copy that worked as hard as the network itself.
Brief: Win back former HBO subscribers through direct mail for AT&T U-verse.
​
Insight: Familiarity kills excitement—but HBO’s best content still delivers every time.
​
Idea: I reframed re-subscribing as rediscovery, with the line “It’s like the first time, every time.” A simple, emotional hook that turned “been there, seen that” into FOMO-fueled anticipation.
Brief: Announce Hallmark’s return to AT&T U-verse just in time for the holiday season.
​
Insight: Hallmark isn’t just TV—it’s tradition. Viewers come back for the comfort, nostalgia, and emotional payoff.
​
Idea: I leaned into that sentiment with the line “Hallmark is Home for the Holidays.” A warm, familiar concept that made the announcement feel like a gift in itself.
Brief: Win back former HBO subscribers through a targeted email campaign.
​
Insight: When you lose your favorite shows, it feels like something’s missing, almost like a breakup.
​
Idea: I brought that emotional gap to life with an animated visual of split show imagery and the headline “Missing your other half?” A playful but relatable reminder that their favorite characters (and stories) are just one click away.