AT&T Transfer Portal

The Tension
We built a campaign around the chaos of the NCAA Transfer Portal, a world fueled by rumors, speculation, and loyalty. We partnered with Trinidad Chambliss at a pivotal moment, as he weighed the choice between entering the NFL Draft or returning for another year of eligibility.

Then things took a turn. After Lane Kiffin announced his departure from Ole Miss, speculation spread quickly that star QB Trinidad Chambliss might enter the transfer conversation as well. Our campaign suddenly looked dangerously close to reality.

We weren’t just making an ad anymore; we were entering one of the biggest live storylines in sports.

The Risk
The creative played directly into transfer rumors, teasing that Trinidad was “leaving,” before revealing he was actually switching to AT&T.

In a moment where fans felt betrayed, emotional, and protective of their team, the wrong move could backfire fast.

The client hesitated. Understandably.

The Insight
Using social listening, we uncovered something critical:

• Negative sentiment was aimed at Kiffin, not Trinidad

• Fans still supported and love Trinidad

• Emotions were cooling faster than expected

• The conversation was shifting from anger → anticipation

This wasn’t a danger zone. It was an opportunity window.

The Decision
We made the call to move forward.

Not despite the moment but because of it.

If the transfer portal is built on speculation, then the brand should behave the same way.

The Idea
Blur the line between rumor and reality.

Make fans believe Trinidad is transferring, then reveal the only thing he’s leaving… is his cell provider.

My Role
Led social listening and cultural analysis to assess risk and guide timing, helping the team confidently move forward during a highly volatile moment.

The Outcome
We turned a potentially risky cultural moment into relevance.

Instead of avoiding the conversation, the brand became part of it, showing up in a way that felt native to how fans were already engaging.