In 2018, we relaunched AT&T with a fully integrated brand campaign. More for Your Thing positions AT&T’s services and products as the enablers of people’s pursuit of their passions — their “things.”

In addition to a dozen spots specific to each line of business — mobility, DIRECTV and internet — we kicked off the campaign with a thematic spot that ran in cinema and during the 2018 Olympic broadcasts.

My partner, Elaine Kelch, and I presented and produced the entire suite of launch work, cast Lena Waithe as the new voice of AT&T, introduced a new music strategy and created an updated visual system to unite all of AT&T's brands.

A year and a half later…

XFINITY hit us back where it really hurts. In “our thing.”

Ouch.