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, my role was to find Verizon's place within one of the biggest cultural moments of the year. With only a single approved key visual and a tight turnaround, I developed a two-part social campaign that built anticipation for presale before shifting into announcement and activation.

The creative wasn't about competing with Beyoncé—it was about making Verizon feel like a natural part of the experience. Every design decision balanced the excitement of the tour with the myAccess brand, creating work that felt culturally relevant without losing sight of the customer benefit.

Working closely with our marketing, partnership, and brand teams, we turned a limited set of assets into a campaign that felt intentional, engaging, and unmistakably Verizon.

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.