Wireless with Friends challenged the idea of the family plan, making the case that your group chat deserves a phone plan too. The campaign featured niche groups of friends — birdwatchers, bowlers, dog walkers, gardeners — shot in minimal real-world environments with intentional wardrobe, props, and on-location direction. Diverse casting across ages, ethnicities, body types, and abilities was central to the work.

I art directed the campaign from concept to delivery, collaborating with a team of designers throughout. My contributions included initial concept sketches, casting selections, and wardrobe and prop direction — all coordinated virtually, as the shoots were not done on-site. From there I oversaw the retouching and compositing process to get the images to their final state. Once the assets were ready, I applied them across the website, paid media, and social — making sure the photos were utilized to their full potential at every touchpoint.