This year, our focus was simple: show up for HBCU students, alumni and communities in a way that feels real, rooted and culturally aligned. We set out to build a 360-degree activation that celebrated the power of connection at Homecoming—those moments where legacy, pride and community come together like a family reunion. Under the creative wrapper Coming to ‘Connect, we honored what makes the HBCU experience timeless: students and alumni across generations, united by a deep bond with their beloved schools.

AT&T popped up at four HBCU Homecomings with an experience designed to feel warm, joyful and familiar—the kind of space that reminds you of stepping into your power, pursuing your dreams and honoring your future. Each campus was welcomed with a fully interactive moment, complete with custom premiums like the AT&T x Playa Society tee, a stadium-approved homecoming bag, and their choice of two tech gifts: a bladeless fan to beat the October heat or a compact selfie light for those picture-perfect memories.

The result was a high-energy celebration overflowing with connection, school pride and culture. Students and alumni came together, reconnected across generations and genuinely felt seen. I’m incredibly proud of the team that brought this vision to life—every detail was crafted with intention, every challenge met with heart. The execution was seamless, the vibes unmatched and the impact something we’ll carry with us into everything we do next.

Season: Fall 2025
Key Role: Lead Creative, Associate Creative Director
Key Assets: Digital, motion, physical signage, premium exploration
Key Activations: 20×20 footprint across three locations