Lily's Gift Decider
Creative Director, Copywriter
During the pandemic holidays, AT&T wanted to give overwhelmed shoppers a reason to return to stores and stay. Something fun, actually useful, and entirely scalable. Enter my passion for Choose Your Own Adventure books.
Most holiday activations die between the corporate-mandated tinsel and the "Happy Ho Ho Ho" signs. Shoppers are rushed, distracted, and allergic to more marketing, and this year, they were scared. The challenge was to create an experience that felt playful instead of promotional, while still guiding people toward the right gift without friction.
AT&T Wireless had Lily (the short-haired, bubbly retail employee from their TV spots) already embedded in the brand. We used her as the guide in a choose-your-own-adventure AR experience that turned gift shopping into a narrative. Shoppers scanned a QR code in-store, answered a few questions, and got a personalized gift recommendation through a branching story.
The experience rolled out to over 5,000 stores with custom signage, stickers, and displays. I wrote the full narrative system, including 40+ scripts and endings, balancing humor, clarity, and brand voice across every path.
The result was an engaging, mobile-first experience that met customers where they already were—on their phones. And we reframed AT&T as a helpful guide during the most stressful shopping season of the year.