To celebrate Black History Month, AT&T Dream in Black connected Black celebrity multi-hyphenates with small business owners for a candid conversation on business, community and more.
With intentional casting, our goal was to change the trajectory of a budding entrepreneur’s career and thus inspiring millions of viewers to chase their own dreams.
Captured on location in San Francisco, we shot with music artist and entrepreneur, Larry June, founder and creative director of Playa Society, Esther Wallace and our small business owner, founder of All Caps Studio, Saeed Ferguson.
Director and photographer: Sage East
Director of Photography: Sade Ndya
Season: Black History Month, 2025
Key Role: Creative Director and Copywriter
Key Assets: 3-minute hero edit, :60 teaser, (2) :30 cutdowns
The 2024-2025 college football season wrapped in Atlanta with the College Football Playoffs. The weekend, which hosted thousands of college football fans from across the country, kicked off with Playoff Fan Central — a celebration of all things college football.
This year, AT&T showed up with a revamped fan favorite, a digital TD Drive game, along with two photo ops and a number of high profile meet and greets with NCAA greats. Our theme this year? The players’ facility. Having drawn inspiration from the very place college athletes spend most of their time, we designed a user journey that started right in the “locker room” with a photo op that gave fans a chance to show off their team pride for the championship teams: Notre Dame and Ohio State.
From the locker room, fans made their way onto our “field” for the big game, finally wrapping up at our “Coach’s Corner,” which served dual purpose as both a secondary photo op as well as the designated meet and greet area.
Guest appearances this year included: Shilo Sanders, Shedeur Sanders, Cris Carter, Demarcus Ware and Brady Quinn.
Season: Winter 2024
Key Role: Associate Creative Director, Creative Lead
Key Assets: 60×60 footprint at Playoff Fan Central
AT&T Rising Future Makers is a program uplifting and celebrating an esteemed class of 25 HBCU students making a difference in their community and campus, and giving them the connections, networks, and opportunities to support their dreams and ambitions.
To celebrate HBCUs across the country, AT&T Rising Future Makers went on a campus tour, stopping at North Carolina A&T, Howard University, Prairie View A&M and Florida A&M University to connect with students during the homecoming season.
During the activations, the Rising Future Makers contest launched.
With the RFM program, students find inspiration through immersion. AT&T will connect students to immersive experiences that will inspire you to think beyond their dreams. From NBA All-Star to Tribeca Film Festival and more, AT&T introduces Rising Future Makers to a network of possibility by granting them exclusive access to some of the most coveted events throughout the year.
Rising Future Makers Microsite
Season: Fall 2024
Key Role: Associate Creative Director
Key Assets: Homecoming activation, marketing materials related to the activation, microsite, winner’s event activation
AT&T Pose with the Pros is a feature of the Dallas Cowboys app and in-person experience at AT&T Stadium, home of the Cowboys. To promote the app, we shot a 60-second social content piece featuring Cowboys Quarterback Dak Prescott and Tight End Jake Ferguson.
Poking fun at the Cowboys’ rivalry with a particular green team, we focused this piece on a lone Cowboys fan being forced to take a picture with his friends — fans of that rival team. He’s visited by his Cowboys Conscious, Dak Prescott and Jake Ferguson, showing up as his good and evil conscious, respectively.
Season: 2024-2025 Season
Key Role: Associate Creative Director, Copywriter
Key Assets: :60 motion asset
Following WNBA All-Star weekend, AT&T launched 'Beyond the Bleachers,' a contest to connect young fans to their WNBA icons, A'ja Wilson and Sabrina Ionescu. Over the course of the summer, we collected hundreds of video submissions from fans across the country who shared why their love for the W, A'ja and Sabrina ran deep.
In Las Vegas, we captured Addyson as she came face-to-face with 3x MVP and Gold Medalist, A'ja Wilson.
Season: Fall 2024
Key Role: Associate Creative Director, Copywriter
Key Assets: Microsite and content series
Connecting fans with the greater possibility of meeting a NFL superstar, AT&T teamed up with Dak Prescott for ‘Have a Catch with Dak,’ a campaign and contest bringing fans face-to-face with America’s Quarterback. To promote the contest, we shot a :60 promo video for Dak and the Dallas Cowboys’ social channels.
Dak Prescott socials: Instagram | X
Dallas Cowboys socials: Facebook
Season: 2024-2025 NFL Season
Key Role: Associate Creative Director, Copywriter
Key Assets: Social promo, microsite copy, social media copy for Dak Prescott and Dallas Cowboys’ social media
Following WNBA All-Star weekend, AT&T launched 'Beyond the Bleachers,' a contest to connect young fans to their WNBA icons, A'ja Wilson and Sabrina Ionescu. Over the course of the summer, we collected hundreds of video submissions from fans across the country who shared why their love for the W, A'ja and Sabrina ran deep.
In New York City, we captured Cora get the surprise of a lifetime when she got to play 3-point record holder and Gold Medalist, Sabrina Ionescu, in a game of Horse.
MEDIA FEATURES: AdWeek | Sports Business Journal
When it comes to summer in Arizona, there's only one way to spend your days: poolside. That's why AT&T created an unparalleled tech-focused desert oasis, bringing WNBA fans into the heart of the action during All-Star weekend. AT&T's desert oasis showcased four exclusive experiences, all designed to immerse fans in relaxation and fun, embodying the Player PTO spirit.
Step onto our fully immersive LED court, crafted to make you feel like you're playing on water. Thanks to AT&T’s collaborations with All-Star icons A’ja Wilson and Sabrina Ionescu, custom player floaties marked shooting spots on the court. Play, compete, and collect floaties to dominate the daily leaderboard.
Unwind with our digital and interactive watercolor mural, featuring artwork by a local Phoenix artist. Our innovative tools make it feel like you're painting with real watercolors, bringing your creativity to life.
Experience luxury with our Cabana Mani, where AT&T’s cutting-edge nail robotic tech provides poolside pampering. Enjoy player-inspired nail designs, complete with their signatures, for a truly unique keepsake.
Finally, hit the Poolside Essential Prize Wall to win exclusive custom prizes. Score a Sabrina pool float, a signature candle from A’ja’s small business, or a Brazil-inspired pool towel featuring Kamilla Cardoso.
The space was buzzing with stars from the WNBA including:
Commissioner Cathy Engelbert
Marina Mabrey
Shakira Austin
A'ja Wilson
Sabrina Ionescu
Jewell Lloyd
Tasha Cloud
Chiney Ogwumike
Season: Summer 2024
Key Role: Associate Creative Director
Key Activation: footprint at Phoenix Convention Center
Key Assets: Digital, motion, physical signage
MEDIA FEATURE: AdWeek
For Essence Festival's 30th birthday, AT&T Dream in Black demonstrated its dedication to connecting through culture by celebrating from July 4th-July 7th. Our goal was to create an experience that felt celebratory, connected and above else, authentic to the culture.
We did so by taking attendees on a journey through the last 30 years of the culture, showcasing the best of the 90s, 2000s, 2020s and beyond.
From an AI photobooth to creative giveaways and interactive experiences, we created a cohesive, culture-driven activation. We also included moments and performances from the following:
Aux Cord Wars
R&B Money Podcast hosted by Tank and J. Valentine
Jadakiss
Connecting Through Culture Panel with KevOnStage, Cari Champion and Affion Crockett
DJ Diamond Kuts
Jeremih
Cory Townes
Arin Ray
Mya
Giveaways exceeded expectations resulting in over 20k impressions driving 118 retail sales at SOKO MRKT and 3,282 premiums given away at The GIFTed Bar.
With more than 103K+ impressions across all touchpoints, The Connected Stage boasted an average dwell time of 18 minutes.
Season: Summer 2024
Key Role: Associate Creative Director
Key Activation: 80x80 footprint at New Orleans Ernest N. Morial Convention Center
Key Assets: Digital, motion, physical signage
The long-awaited collaboration between Megan Thee Stallion and Nike included a signature collection, Hot Girl Systems, and a holistic wellness campaign aptly titled, Thee Hottie State of Mind.
Prioritizing authenticity of voice and delivery, Nike and Thesis wanted a writer who’s style of writing naturally captured Thee Hot Girl Coach’s tone, attitude and energy — a Black woman writer with Megan’s entire discography downloaded to her phone (yes, me). Working with Thesis, I collaborated with the Nike client team and writers to create editorial and ad copy that felt natural to Hot Girl Meg and her army of Hotties.
Enter Thee Hottie State of Mind.
Season: Spring 24
Key Role: Lead Writer
Key Assets: Editorial Content; Ad Copy
Key Activations: Nike.com, Nike App, Nike Training Club and Social Media
Nike's first long form new series brings together game-changing Black women for real talk about real issues. Come Thru is a unique alchemy of perspectives that is inspiring & accessible. This series is a first for our viewers. A series that is specifically for them, addressing the real issues that not only directly impact them but reflect what they truly care about.
This was a project born from necessity and accessibility; one that gave me the chance to create, learn and work with so many talented creatives of color and women from across the globe and build a space for the younger generation to hear directly from their peers and their icons, alike. As part of this women-led crew, I joined at the very beginning as a Senior Writer, tasked with drafting scripts, talent briefs and building strong narratives that connected with our audiences. After collaborating on our first episode, I served as lead on Episodes 3, 5 and 7 and in a supporting role, leading ancillary edits for episodes 2, 4 and 6.
There’s power in numbers: the first two episodes of Come Thru each have over 1M views and over 175,000 hours of watch time (that’s 20 years!). Our audience is 98% female, with 95% identifying as Gen Z women between the ages of 18-24 — making this series truly for her, by her.
My greatest accomplishment? Creating our tagline:
“Championed by Black Women, Created for All Women.”
Season: Spring - Winter 2021
Key Role: Senior Creative
Key Assets: 11:00 - 13:00 episodes, 0:15 ancillary motion assets, digital stills
Key Activations: Digital (YouTube and Instagram)
Do More You was about capturing the messy and sometimes obsessive parts of wellness and celebrating the process unapologetically without sweating the small stuff because in the grand scheme: you just gotta do more you.
Partnering 13 dynamic digital creators with the Nike Women team, we created an in-app wellness resource for women athletes that lived across two Nike digital applications and Instagram. As part of each woman’s ‘package,’ we shared their authentic stories, from the power of speaking positively to yourself to practicing gratitude, including shareable quotes made for posting to social and articles that connected back to both sport and style. Writing responsibilities include app threads, email blasts, headlines and social media captions.
Season: Spring and Summer 2022
Key Role: Senior Creative
Key Assets: Digital stills; editorial content
Key Activations: Nike App; Nike Training Club App; Instagram
During World Cup ‘23, Nike wanted to show the next generation what is possible and accelerate the future of sport on and off the pitch.
We captured the attention of young people by putting them in the spotlight. We featured young athletes, led by young women, forging their relationship with sport and celebrating their victories unabashedly and without fear.
Our inspiration started with a chant.
Before they ever stepped foot on this pitch for this World Cup, The Matilda’s – Australia’s Women’s National Football Team – had already won. Blazing the trail, achieving pay parity, and rallying the belief of a nation, they know better than anyone that victory is about more than a medal or a trophy. Their win song was the perfect way to pass the baton to the young people of Australia and became the track to our spot.
Season: Fall 23
Key Role: ACD Writer/Sound Selection on Creative Pitch
Key Assets: Motion Asset
Key Activations: Digital; Australian Markets
To supplement the release of the Air Jordan Retro 11 ‘Midnight Navy,’ I interviewed mother and daughter duo, Maria and Sara, and wrote a story about the strongest ties — family.
Season: Summer 2022
Key Role: Senior Copywriter
Key Assets: Editorial piece; digital stills
Key Activations: Nike App; social media
Collaborating with Nike Sports Marketing, we were tasked with building a social media playbook for the greatest athlete of all time — Serena Williams. To celebrate the launch of her latest Nike collection, The Serena Williams Design Crew, we designed social media content pieces fit for the Queen.
The first piece, A Good Closet Tour, was reminiscent of an episode of MTV cribs. We welcomed fans into Serena’s closet and got a peek into her routine and the SWDC items she loves to rock. The second piece, Catwalk Clones, was a fun, on-trend TikTok piece featuring Serena rocking the latest pieces from her collection. Writing roles included talent and creative briefs.
Season: Spring 2023
Key Role: Senior Creative + Writer
Key Assets: Motion Clips
Key Activations: Instagram and TikTok
Apple Podcasts worked with Conscious Minds to create always-on video content to establish and grow their presence on TikTok. Through the lenses of curiosity and discovery, we ushered in thoughtful creator campaigns and spot-on brand partnerships like iHeart Media to create a buzzy new channel dedicated to uncovering your favorite (and newly discovered) voices in podcasting.
Season: Summer - Winter 2023
Key Role: ACD
Key Assets: 30-60 second TikTok videos
Key Activation: TikTok
Apple Pay worked with Conscious Minds to develop a creator-led TikTok campaign that showcased the versatility of the native iPhone payment method. From accessibility to durability, creators ask “Can I use Apple Pay ____?” in myriad of ways. Working with a diverse cast of 7 TikTok creators, we developed a bite-size, social first campaign — the first for Apple Pay. The campaign’s success was captured in Forbes.
Season: Summer 2023
Key Role: ACD - Creative Support (all video content was captured, edited and published by contracted content creators)
Key Assets: 30-60 second TikTok videos
Key Activation: TikTok
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in a fresh, new and authentic ways – telling her story, her way. To level up from our current program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way.
This shoot was inspired by a dancer’s urge to move whenever, wherever, however. Told through the lens of a 90s-esque hair salon, our talent, Kayla Maria G helped us tell the story of a true 90s fly girl, moving to the beat in her safest place.
Season: Spring 2023 (February + March)
Key Role: Associate Creative Director, Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media); In-Store (JD Sport Times Square)
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in a fresh, new and authentic ways – telling her story, her way. To level up from our current program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way.
This shoot was inspired by a dancer’s urge to move whenever, wherever, however. Inspired about spring time in the city, our talent, rising pop group, the Mako Girls helped us tell the story of sisterhood, dance and the sheer joy of springtime.
Season: Spring 2023 (April + May)
Key Role: Associate Creative Director, Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media), In-Store (JD Sports Chicago, State Street)
Nike APLA enlisted Concious Minds to capture international soccer stars for the Nike APLA Women's 2023 World Cup digital campaign. The campaign, which went live during the Women’s World Cup, featured Bunny Shaw (Jamaica), Hayley Raso (Australia) and Risa Shimizu (Japan) in both lifestyle and performance apparel. I came on to assist with conceptual creative, including developing content ideas and Q+A for the athletes.
Season: Summer 2023
Key Role: Senior Creative, copy support
Key Assets: Stills and motion
Key Activation: Digital and social
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in a fresh, new and authentic ways – telling her story, her way. To level up from our influencer-led TikTok program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way by highlighting one key subculture in key city markets — Los Angeles and New York City.
This was the first in a 2-part shoot highlighting the BIPOC rollerskating community. Our LA skater, Toni, was captured at the famed roller rink, Moonlight Rollerway, in Glendale.
Season: Fall 2022
Key Role: Associate Creative Director, Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media)
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in fresh, new and authentic ways – telling her story, her way. To level up from our influencer-led TikTok program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way by highlighting one key subculture in key city markets — Los Angeles and New York City.
This was the second in a 2-part shoot highlighting the BIPOC rollerskating community. We wanted to capture our skaters in their most authentic environments, highlighting their world in the realest way. For Bronx native Melody, the concrete jungle was her roller rink. We focused on using the city as her backdrop and opted for Pier 87, a usually bustling tourist spot in the summer, it made for the perfect place to play in the colder months — void of the usual ‘chaos of the city.’
Season: Holiday 22 (December + January)
Key Role: Associate Creative Director + Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media); In-Store (JD Sports Times Square)
A fast-paced, low-budget feature for AF1’s 40th anniversary. Produced entirely by CM, from concept to casting and styling. The final work resulted in a 100% increase in engagement and became one of Nike App’s top engagement threads to date — including 27k comments.
Season: Summer 2022
Key Role: Senior Creative, Copy Toolkit and AD Support
Key Assets: Digital stills, in-app copy
Key Activation: Nike App; Nike.com
