The primary goal was to build brand love and relevance for Xfinity among college students by showing how the brand enhances their everyday lives. We aimed to inspire students through engaging, memorable experiences that highlighted entertainment as a vehicle for connection. At the same time, the program was designed to reinforce student-exclusive offers and messaging, and to position Xfinity as a brand that fosters togetherness and shared moments, both on and off campus.

Our target audience consisted of college students across Xfinity’s priority campuses—largely members of Gen Z who are digitally savvy, socially driven, and highly immersed in entertainment culture. These students sought out authentic brand interactions, especially those that offered real-world value, social connection, and interactive elements. Whether they were living in dorms or off-campus housing, we needed to meet them where they were with experiences that felt personal and relevant.

As the Senior Art Director, I led the creative development across all facets of the campaign—from digital content and social media to video, print, and physical activations. I art directed the interactive game experience “Let’s Kick It,” collaborating closely with developers to bring the mobile-controlled football challenge to life. I also evolved the campaign’s visual identity to better align with Gen Z aesthetics and ensured that the work was strategically sound, brand-aligned, and emotionally resonant. My role required both high-level concept development and hands-on design leadership across multiple disciplines.

This project was a highly collaborative effort that brought together a multidisciplinary team. I partnered with a Creative Director to shape the strategic vision and lead strategic brainstorm conversations. A copywriter worked closely with me to craft messaging that would resonate with students across platforms and physical environments. Developers and the tech team were instrumental in building the digital game interface and ensuring a seamless user experience. Our production and experiential teams executed the physical footprint on campuses, while account and strategy partners provided key insights about student behaviors and helped align our work with broader brand goals.