CAMPAIGN / TVC & OLV / SOCIAL / PRINT / DISPLAY

Xfinity Acquisition

2019 me: “I need more TV in my portfolio.”
2022 me: “I’ll show you TV.”

When updating my portfolio I was collecting assets from the past year and a half and did not realize how much work I’ve produced in such a short amount of time.
It’s wilddd.

At GoodKid, I worked as the Creative Director overseeing Acquisitions and Sales Performance. I joined at a vital time where I was able to influence and create a design system that would transcend across multiple deliverables and elevate Xfinity’s work. The leaps and bounds I made from when I first started to where the work is today is something I am really proud of.

It takes a special type of person to handle acquisitions and I have hella respect for those in the business. The quick-to-market nature and rapid response pace all while creating full campaigns with a suite of deliverables is a beast on its own. The number of meetings and conversations you must have with different people — from Divisions to Stakeholders to everyone in between to get work out is a mastery in storytelling and presenting. It’s not for everyone but I actually loved the challenge and coming to work trying to figure out what new problem I had to solve, weird I know.
It also helped that I had the best team ever.

Below are just a few selects from the many our team created.

Team:
ECD: Tim Flood, CDs: Daniel Sumbang & Jeremy Pippenger, ACDs: Fred Marks, Austin Hafer, Karen Kouth, Andrew Bernstein, Alexis Jabbour, Sr AD/CWs: Dan Depew, Erwin Caluya, Andy King, AD/CWs: Dean Coots, Alex Tafur, Jess Kesner, Designer: Eli Maher

Direct to Retail Campaign Refresh

Our team was tasked to create a brand new campaign refresh for Xfinity’s Retail Stores promoting their brand new Switch Squad — team members who make switching phone services easy and seamless for customers. We came up with “Move Forward” to illustrate how easy it is to switch providers in one short visit.

This was one of my first in-person shoots in over a year since COVID hit and it felt so good to be back on set. Best believe I was all over Crafty’s — it’s the little things for me.

University 2022

University is a yearly campaign from Xfinity that is solely targeted to, you guessed it university students living in on & off-campus housing. It’s a fun project that gets a lot of eyes and is focused on a totally different target audience for Xfinity. 

The pivots and turns on this project are for a separate convo but we ended with a fun, upbeat campaign that lives across digital & social. Oh, and we worked with real college influencers — how they have so many views on TikTok still surprises me. 

Xfinity Employee-Led Videos

What started as a “small” last-minute ask turned into something even bigger. Xfinity’s CMO loved the video so much that she asked for more (3) and one of the spots even ran during the Super Bowl in selected markets. I know, random right? I guess I did end up getting that SB commercial I’ve always wanted. Hahah. 

Xfinity Disney+ Promo

Xfinity provides its customers with a number of On-Demand channels via their X1 and Flex products, Disney+ is just one of many promos I oversaw. My team concepted and produced a number of these promos for Amazon Prime, HBOMax, and ShowTime.

ACP

The Affordable Connectivity Program is a government program that provides internet service for income-constrained Americans. And no one knew about it. Xfinity and its competitors were all vying for new customers through this program. 

The hoops, ladders, twists, and turns are a perfect story of how nimble and adaptable one should be when working in acquisitions. In the end, my team produced a number of TVCs/OLVs, print, social, and displays in a short amount of time. Oh, and this campaign is still going …

Black Friday

Black Friday is well, Black Friday — it’s the biggest sales event for pretty much any major company and consumers expect big savings. What makes this campaign special for me was my dent in transitioning from the old Xfinity style into its new premium world. Across the board, my vision is being used for every acquisition deliverable and Black Friday is always an example of how to elevate Xfinity’s work.