Overview
Assurance Wireless partnered with the Lifeline Assistance Program to provide free cell phones and service to eligible customers, ensuring critical connectivity for underserved communities. To amplify this message, I contributed to the creation of an engaging and heartfelt explainer video designed to educate viewers and drive enrollments.
Responsibilities: Creative Direction, Concept Development, Art Direction
Agency: MERGE
ACP Video – Lifeline Assistance Program
On June 1, 2024, the Affordable Connectivity Program (ACP) ended, meaning eligible households would no longer receive the ACP discount on their service. Assurance Wireless needed a way to inform qualifiying new and existing customers about the Lifeline Assistance Program. Lifeline provides free cell phones and service to eligible customers, ensuring critical connectivity for underserved communities. The primary message of the video was to assure customers that Assurance Wireless has you covered, to keep you connected to what matters most. To amplify this message, I worked with our team on contributed to the creation of an engaging informational video designed to reach both current and new customers.
Creative Approach
The video was built around empathy-driven messaging, emphasizing how Assurance Wireless empowers individuals to stay connected to family, jobs, and essential services. Vibrant visuals, clear step-by-step instructions, and a relatable voiceover made the complex sign-up process feel approachable and user-friendly. The Lifeline video is now in market, driving awareness across digital platforms. Its compelling storytelling resonated with viewers, increasing program inquiries and signups while strengthening Assurance Wireless's brand credibility.
My Role
As Associate Creative Director, I collaborated with copywriters and animators to craft the video's concept and art direction. I focused on simplifying key messages and creating visuals that connected emotionally with the audience, ensuring the video delivered both clarity and impact.
Packaging and Branding – A Reimagined Customer Experience
Assurance Wireless wanted a reimagining packaging and branding to create a seamless, intuitive, and engaging unboxing experience for customers. 30% of businesses report an increase in revenue after improving product packaging, and the goal was to enhance the activation process while building a stronger connection to the brand. This project transformed the first touchpoint into a memorable moment with mailer boxes, brochures, and extras, reinforcing Assurance Wireless's mission of accessibility and reliability.
Creative Approach
The reimagined packaging focused on clarity, usability, and excitement. Key elements included:
Mailer Boxes: Designed with bold, motivational messaging like "Your Journey to Unlimited Connection Starts Here" to inspire users from the moment they received their device.
Quick Start Guides (QSGs): Developed in innovative formats such as die-cut trifold brochures and iron cross designs that simplified activation instructions, reducing potential frustration for new customers.
Brand Extras: Personalized elements like welcome notes and visually compelling holographic cards created an elevated experience and encouraged quick activation.
Visual Identity: A cohesive design language across all packaging materials reinforced brand trust and improved brand recognition.
Our client was impressed by the breadth and scope of the reimagined packaging and branding concepts, recognizing the work as a testament to our branding expertise.
My Role
As Associate Creative Director, I collaborated with strategists, designers, and production teams to concept the packaging redesign. I oversaw the development of mailer box designs, QSG layouts, and branded extras, ensuring every element balanced practicality with brand storytelling. I played a key role in delivering a packaging experience that delighted our client and elevated the Assurance Wireless brand.