at&t Later Haters

Ashley Smith and Ariel Hart created the “Later Haters” program in response to AT&T’s request for a social good campaign that connected the brand with the emerging Gen Z audience. I directed the translation of that creative concept to practical execution from the project’s inception creating a logo, look/feel, and style guides through a reboot one year later in response to community feedback. The identity had to be inherently flexible to work across multiple platforms and leaning into this sense of creative agility allowed Later Haters to accommodate the major shift in style from a digital to a handmade aesthetic that was crucial to the reboot’s success. My team is currently developing a spin-off program targeted at the online gaming community.

CLIENT
AT&T

AGENCY
McBeard / Fullscreen

TIMELINE
2016-2018

KEY OBJECTIVES
awareness
engagement

MY ROLE
creative strategy
art and copy direction
concept development
client presentation
creative scope

Work samples available upon request

[email protected]

DIRECT REPORTS

Lennox Rees

Clara Lee
Farah Mohiuddin
Joellen Smith
Christina Scamporrino
Emma Trithart
Mary Delioussina
Sofia Silvestrini

Cheryl Agustin
Tahnee Gehm
Sean Godsey
Sarah Tuhro

Emilio Santoyo

Charlotte Holden
Linda Park

Nikki Jagerman
Laura Horstmann
Greg Kasunich
Shelby Chikazawa

Thea Lux

.

Jr Art Director

Sr Graphic Designer
Sr Graphic Designer
Sr Graphic Designer
Sr Graphic Designer
Graphic Designer
Graphic Designer
Jr Graphic Designer

Sr Animator
Sr Animator
Animator
Animator

Illustrator

Design Intern
Design Intern

Sr Creative Producer
Creative Producer
Creative Producer
Creative Producer

Copywriter

OTHER CREATIVES

Ashley Smith
Ariel Hart

Heather Sundell

Max Mayer
Jimy Shah

.

Creative Strategist

Creative Director

ACD Copy

Copywriter
Copywriter

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