US CELLULAR TV SPOT
THE CHALLENGE
US Cellular was rebranding in a competitive market where Hispanic audiences often felt overlooked. The challenge: create work that felt authentic, not transactional, and proved the brand stood for more than just coverage.
THE IDEA
We told a simple truth—mobile service isn’t about technology, it’s about human connection. The spot celebrated everyday moments of closeness, positioning US Cellular as a champion of trust, family, and togetherness.
RESULTS
The campaign increased brand recognition by 18% among Hispanic audiences in its first quarter and drove a 12% lift in social engagement. It was praised for its warmth, authenticity, and cultural relevance, strengthening the brand’s foothold in a competitive segment.
ROLE
As the Art Director, I helped shape the narrative and visual tone, ensuring emotional resonance and cultural nuance. I guided the team to ground the work in real human insight and successfully moved away from a product-driven messaging.