AT&T was launching a new consumer security service into a category built on jargon and fear. My job was to make privacy feel like a promise worth trusting.

Simple, dependable, quietly confident.

I led the creative on the logo and campaign key art, directing a visual system that felt protective without shouting about its feature list. Distinctly AT&T, but softer at the edges.

We launched during March Madness 2022 with AT&T as an NCAA Corporate Champion. That tournament set an ad-revenue record of $1 billion and generated 24.2 billion household TV ad impressions across the broadcast window. It was also the first year the women's tournament was included under the March Madness banner, which meant Active Armor debuted into the broadest connected audience the brand had ever addressed in that moment.

A security brand that doesn't talk at you. It just has your back.

Studio | AT&T - Dallas, TX

SVP, Marketing & Brand Strategy | Kevin Peck

VP, Marketing & Brand Strategy | Peter Borowski

Director, Brand Design & Digital | Oliver Dudley

Senior Designer | Zach Janszen