5G Helmet
Artist Identification · Cultural Strategy · Campaign Narrative
The technology changed communication on the field. Amira helped turn it into a cultural story.
Partner
Project
AT&T had created a breakthrough 5G accessibility innovation with Gallaudet University — allowing deaf and hard-of-hearing football players to receive plays visually through their helmets. The opportunity was to take its meaning beyond the product demo, connecting the innovation to a cultural story about access, communication and what it means to experience sound differently.
The campaign turned a technical innovation into a nationally broadcast human story — premiering on Good Morning America and ESPN College GameDay and winning Gold at the 2024 Clios.
My Role
- Partnered on the artist strategy, identifying and championing Amira Unplugged through UnitedMasters’ artist ecosystem
- Identified the connection between Amira’s lived experience as a hard-of-hearing artist and the human truth behind the 5G Helmet
- Helped shape how the technology story translated into culture through artist strategy, storytelling and campaign narrative
Collaborative — drove the artist & cultural connection through UnitedMasters.