The objective was to elevate Xfinity’s role as a connector to beloved entertainment, using the cultural momentum of Wicked to fuel brand love. We aimed to create buzzworthy experiences that captured the magic of the storyworld, drove engagement through Xfinity-owned platforms and partnerships, and left audiences with a lasting emotional impression—whether online, on TV, or in real life.

This work was designed for two key audiences: Wicked superfans who thrive on immersive, story-rich experiences, and broader mainstream consumers who engage with entertainment through pop culture moments. Xfinity Rewards members were also prioritized with unique access and elevated touchpoints to strengthen loyalty.

As Senior Art Director, I helped lead visual creative development from early ideation through concept articulation. I worked cross-functionally to visualize how the "Wiz" could appear across different platforms, and crafted mood, tone, and visual narratives to bring the ideas to life in a way that felt both magical and brand-right.

I ideated with a multidisciplinary team including creative directors, copywriters, strategists, designers, digital developers and producers. We worked closely to align on concept integrity, feasibility, and emotional impact—bringing a bold, imaginative lens to every scenario while staying rooted in strategic intent and partnership considerations.