This year, AT&T took a soulful approach to the Essence Festival of Culture in New Orleans. Over Independence Day weekend, we celebrated the culture with a bold and exciting activation that inspired the mind, empowered the community and brought a collective togetherness to the Ernest N. Morial Convention Center. 

We developed an integrated experience for fans from intentional programming to interactive games and showstopping performances from talent like:

Leon Thomas
Coco Jones
Gospel showcase featuring Pastor Mike, Lee Vasi and Tim Bowman Jr.
Kofi Siriboe
Bun B
Decisions, Decisions Podcast featuring Mandii B, Weezy WTF and special guest Kandi Burress

In addition to programming, we designed and produced an original game show, The Culture Code, where guests could go head-to-head on topics ranging from HBCU history to pop culture, sports and more. To round out the experience, AT&T partnered with entrepreneur Esther Wallace for an exclusive Playa Society x AT&T tote bag and branded hand fans.

Season: Summer 2025
Key Role: Associate Creative Director
Key Activation: 80x80 footprint at New Orleans Ernest N. Morial Convention Center
Key Assets: Digital, motion, physical signage