“Small Win, Big Moves” Integrated Multi-Channel Campaign
Art Direction, Concept, Strategy, Immersive

“Small Win, Big Moves” (Hero Film)
AT&T asked to make a campaign that would build brand love with Gen Z. Weighing consumer and market insights, the most effective way to break through to Gen Z was by showing them that AT&T is here to support them in their journey, recogizing who they are and where they come from, rather than telling them who they should be.

Influencer Social & Podcast Social

Gen Z increasingly turns to creators and podcasts for information, recommendations, and perspectives they trust. To meet them where they were already listening, the campaign extended into creator-led content and podcast integrations—using familiar voices to make AT&T’s message feel more personal, relevant, and native to their media habits.

Interactive & DOOH

To meet Gen Z where they are, the campaign extends into interactive experiences and DOOH that turn recognition into participation. Through pop-ups and QR-enabled media, people can submit their own small wins for the chance to receive a public “Shout Out”—giving AT&T a meaningful way to celebrate its audience in the spaces they already occupy.

“Live More Moments” Integrated Multi-Channel Campaign
Art Direction, Concept, Strategy

“Travels” (TV Spot)

23andMe is widely known for helping people understand where they come from. But its services can also help people better understand what may lie ahead. “Live More Moments” repositions 23andMe’s lesser-known health services around their personal value. By identifying genetic predispositions health risks, users can work with healthcare professionals to make informed decisions and explore preventive care earlier.

“Vows” (Social Video)

“Dreams” (Radio)

Across TV, social, radio, and print, real photographs and personal stories captured the milestones—big and small—that make a life worth living. A scrapbook-inspired visual language made each execution feel intimate and lived-in, reframing preventive health around something more human: having the opportunity to live the life you want.

Print

“Wear Your Crown” Integrated Multi-Channel Campaign
Art Direction, Concept, Strategy, Branding

“Wear Your Crown” (Case Study)

For the 2025 Young Ones competition, Sunsilk challenged students to redesign its packaging and create a provocative global campaign representing women across three of its largest markets: India, Thailand, and Brazil. We spoke with women from each market to understand how beauty, hair, and cultural identity intersect in their lives. Rather than designing around a singular idea of what “global beauty” looks like, we saw an opportunity to celebrate the traditions, identities, and expressions that make beauty culturally distinct. For young girls especially, seeing those identities represented can shape how they understand their own beauty. Inspired by the idea of hair as a crown, the campaign encourages young girls to embrace their individuality, take pride in their natural beauty, and carry that confidence into the next generation.

Bottle Packaging Redesign

Sunsilk’s packaging redesign is a celebration of women’s unique strength, beauty, and power. Each design makes women the focus, and draws inspiration from the cultural richness of Sunsilk’s largest markets: Brazil, India, and Thailand by incorportating patterns, flowers, colors, and architecture unique to each region to strengthen Sunsilk’s connection with women globally. The back of the bottle fosters connection, allowing women to pass down empowering messages to the next generation of young women.

Social Video

Insights from interviews became animated conversations between mothers and daughters, addressing the discrimination and expectations young girls face within their communities. Originally written as poems, each story evolved into an empowering exchange: a daughter questions the world around her, while her mother encourages her to trust herself and wear her identity with pride. Culturally specific references helped make each film feel familiar to the young audiences it represented.

“Wear Your Crown” Book

Sunsilk’s Wear Your Crown book extends the campaign beyond the bottle and into the communities. Featuring stories and affirmations centered on confidence, cultural pride, and self-expression, the book gives young girls something they can return to as they begin imagining who they want to become. Copies will be donated to local libraries and schools across Brazil, Thailand, and India, making the campaign’s message accessible to the next generation of changemakers in the countries that inspired the collection

Agency Creative / Social Media
Art Direction, Concept, Design, Social Strategy
During my Art Director internship at Third Ear, I developed social content. The challenge was to engage emerging creatives while reinforcing Third Ear’s voice within the advertising industry. “Asking for an Intern” flipped the traditional career-advice format, inviting industry professionals to answer the questions interns actually wanted to ask. Through creative review, the questions were refined into sharper, culturally relevant prompts designed to spark conversation. The final LinkedIn post carried the idea into the comments, where industry professionals responded with their own perspectives and advice.

Asking For An Intern Social Post

Brand / Event Design
Visual Design, Figma
Texas Tribune’s 2025 TribFest
As a freelance designer for The Texas Tribune, I designed digital announcement screens for the 2025 Texas Tribune Festival. Working within the festival’s established visual identity, I translated event programming into clear, brand-consistent communications designed for a live environment. Using Figma, I adapted the system across 120+ screens throughout the festival, balancing consistency with the changing content needs of speakers, sessions, and programming.

The Process

My work was behind some of the Festival’s biggest conversations. I built each screen in Figma and adapted the creative across 120+ live displays for the schedule of speakers, sessions, sponsors, and announcements. The last photo is a flex, with my screen pictured behind BlackRock Global Head of Corporate Affairs John Kelly, Anna Palmer, Mack Brown, and Brad McCutcheon during their TribFest conversation on the future of retirement.

Social / Brand Content
Creative Direction, Content Strategy
Noctournal Series

For SINRUIN’s Nocturnal Series, I developed a nightlife-driven creative direction to launch the brand’s new jewelry collection. The challenge was to create social-first content built to capture attention while maximizing a single shoot across multiple deliverables.

I researched emerging social formats and hooks to inform the content strategy, then designed the production around multiple outputs. From pre-production through the shoot, I directed talent, styling, product moments, and shot composition to create a flexible library spanning polished campaign imagery, lifestyle content, and platform-native social.

GET READY WITH ME: AKAYA

POV: 20 MINUTES

© ROBBI ANDERSON STUDIO 2026