VICE X at&t

the mobile movement

I helped conceptualize, copy-write, and create original content for The Mobile Movement, AT&T's millennial marketing platform from 2013-2015. This was the first ever advertising campaign created by VICE. The platform was covered by Fast Company and the New York Times, giving birth to VICE's reputation as "Millennial Whisperers” and paving the road for the company to begin taking on clients as a fully operating ad agency.

The Mobile Movement told the story of young American AT&T users, revealing relatable truths and real stories via advertising, documentaries, innovation content, social, events and scripted short films. Fueled by generational insights, the Mobile Movement advertising shifted the needle on AT&T brand affinity in their toughest demographics.

Working with the VICE art department, I conceptualized content themes and art directed content that generated some of the highest engagement rates ever seen on Twitter, scoring the honor of the highest performing branded gifs on Tumblr ever, two years in a row.

A huge Mobile Movement event in partnership with VICE's Motherboard at SXSW 2014 hosted Lady Gaga, Reggie Watts and DJ Shadow, alongside millennial mobile tech innovators, all harnessing the power of mobile devices to create a playground for experience.