In a semester-long project, I worked with an incredible team to create a year-long marketing campaign for AT&T, targeted at Gen Z, with a budget of $75 million. This was part of the American Advertising Federation’s National Student Advertising Competition (NSAC), where schools across the country develop full campaigns for a real client.

Our challenge was to connect one of the oldest telecom companies to one of the youngest, most unpredictable audiences. We built a campaign called What’s Next that tapped into the chaos, humor, and constant change Gen Z experiences every day—positioning AT&T as the brand that keeps them grounded and connected through it all.

I was one of three project managers, overseeing our copy direction, managing timelines, and leading the marketing and PR teams. I was also one of four people selected to present our campaign in New York City at Pace University, where we pitched to industry professionals and competed against 11 other schools in our division.

This project pushed me creatively, challenged me to lead with confidence, and taught me how to manage fast turnarounds without losing sight of the big picture.