Challenge

Create and execute 2023’s iteration of AT&T’s Emerging Voices. This time featuring the global superstar Mexican American trio Yahritza Y Su Esencia.

Emerging Voices

Yahritza Y Su Esencia have had a meteoric rise in just a couple years. Their award-winning music and talent quickly resonated with fans in multiple countries and have made a tremendous mark in the Regional Mexican music genre.

Our concept took fans into an exclusive tour of the talents home as they decompressed from a series of shows in Mexico and the US at the comfort of their home in Yakima, WA, where they were born and raised.

We got to sit down with them, hear more about their story, their origins, the impact of their family values in their music and also address some key topics that fans longed to hear, such as why did they choose to write and sing in Spanish and why Mexican Regional music.

This heartfelt experience enabled Yahritza Y Su Esencia to further connect with their fans beyond the music. It also fully showed AT&T’s brand commitment to connection and how “Connection Changes Everything”.

The deliverables included assets for Instagram, Facebook, YouTube and a fan engagement activation on TikTok.

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Role

Director & Creative Director