ART DIRECTOR
CALL-A-COWBOY
Feat. Lainey Wilson
With Lainey Wilson at the center of country’s current cultural wave, Verizon wanted to move beyond sponsorship and create a fan experience that felt native to her world. The opportunity was to build a moment around her Nashville show that made Verizon feel meaningfully part of the experience, not just a brand surrounding it.
MY ROLE:
I co-led concepting and helped sell the idea through multiple layers of Verizon executive leadership. I directed the visual and experiential design, then partnered closely with production to figure out how to make it happen in downtown Nashville.
POINT OF VIEW
Fans don’t just want access to the artists they love. They want to step inside the world around the music.
So instead of building another branded concert activation, we took one of Lainey’s lyrics literally. “Call a Cowboy” became the organizing idea: a direct line between fandom, the song, and Verizon’s promise of premium access. The goal was to make the brand useful to the story, not layered on top of it.
EXECUTION
Inside Lainey’s Nashville bar, Bell Bottoms Up, we built a custom Verizon “Call-A-Cowboy” phone booth. Fans stepped inside, received a personal message from Lainey, then called a real cowboy for a surprise horseback ride through downtown Nashville to the show. The activation turned a song lyric into a physical fan journey, then extended the moment through social-first content built to reach beyond the people who experienced it in person.
Credits
Client: Verizon
Role: Senior AD
Partner: Gregg Kaysen / Senior CW
Agency: Wieden+Kennedy