The Challenge

For one of the defining cultural moments of Summer 2025, Verizon partnered with Beyoncé's Cowboy Carter Tour to provide exclusive presale access through the myAccess platform. While the opportunity offered significant visibility, it also presented a unique creative challenge: how could Verizon establish a meaningful presence within an iconic cultural event while working within a limited set of approved partner assets, a compressed timeline, and a crowded sponsorship landscape?

The objective was not simply to announce a promotion, but to create a distinct Verizon expression that felt culturally relevant, visually compelling, and authentically connected to the myAccess experience.

The Solution

As Lead Art Director and Designer, I was responsible for translating the partnership into a creative system that balanced the energy of the tour with the equity of the Verizon brand. Working within tight creative constraints, I developed a two-phase social rollout designed to build anticipation, drive engagement, and clearly communicate the customer benefit.

The first phase focused on generating excitement and cultural alignment ahead of presale access, positioning Verizon as a participant in the moment rather than an advertiser adjacent to it. The second phase shifted toward activation, transforming audience anticipation into action through clear, high-impact messaging and design.

Throughout the project, I collaborated closely with cross-functional marketing, partnership, and brand teams to ensure the work maintained consistency across touchpoints while maximizing the impact of a highly limited asset package.

The Result

The campaign successfully leveraged one of the year's most anticipated entertainment events to create a distinct and ownable Verizon presence within the broader cultural conversation. By balancing brand expression, partner requirements, and audience expectations, the work demonstrated how thoughtful creative direction can transform a single key visual asset into a compelling, multi-stage customer engagement experience.

Role

Lead Art Director & Designer — Creative lead responsible for concept development, visual design, creative strategy, and execution of the Verizon myAccess social campaign supporting the Cowboy Carter Tour partnership.