I got to create and launch the digital/social voice for XFINITY Mobile. Since XFINITY Mobile has really good coverage and is surprisingly cheap, we wanted a voice that championed "Internet Pioneers". AKA the captivating weirdos who create all those internet memes and trends.
Then we channeled that voice into ads that lovingly mocked influencer culture and the many absurd ways we use our phones. To make them feel genuine we shot on device. And kept them weird.