“For You,” AT&T’s theme for Annual Enrollment 2020, promotes AE as worth the time and effort for you and your family.
Role: Art Director
Objective: Advertise AE 2020 and persuade employees to complete their benefits.
Problem: How do I create visuals that are digestible and friendly enough to encourage the audience to look when the usual information can be daunting? How do I give the old lifestyle imagery a fresh perspective when a new shoot was not possible?
Solution: I designed a friendly type-treatment to be a constant. To appear welcoming, approachable, and familiar, I used AT&T’s blue and a lowercase, handwritten font. I selected bright, energetic lifestyle imagery of current employees and adjusted the crops to have new focal points. I integrated the type-treatment into the photography, placing AE 2020 directly in their thoughts and world.
