Audience

Current AT&T wireless customers who do not yet have AT&T Fiber.

Role

Senior Art Director—concept development, visual direction, and layout.

Creative Strategy

I developed a fun, seasonal visual story built around the moment of watching a scary movie—a Halloween cue nearly everyone recognizes. The main cover features a ghost-costumed figure watching a horror film on their laptop, creating an immediate emotional connection to the season.

The reward card offer is clearly highlighted on the cover and first reveal, establishing value early. Inside, the insert reinforces savings and positions fiber as the most compelling next step.

The goal: make a cross-sell message feel more engaging, timely, and memorable.