Getting skeptical millennials to buy into a new internet service

Turns out—after enduring long contracts and price hikes—young millennials don’t trust Internet companies. And more than that, they are ready to cut the cord. So, Cox Communications created StraightUp Internet, a month-to-month, $50 flat-rate home Wi-Fi service. 

Our campaign was created to introduce the product and deliver a single message about the value of certainty. 

Role: Creative Director