Optimum is one of America's largest telecommunications brands — a Fortune 500 company serving 4.4 million customers across 21 states with fiber internet, TV, mobile, and phone. As Visual Design Manager at Centerfield, Optimum was one of our most complex and multi-channel clients. When a brand touches this many customers across this many channels, every creative decision compounds. There's no room for off-brand.

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Working within Optimum's established brand system — navy, orange, clean typography, no exceptions — I produced creative across the full channel stack: social ads, email and lifecycle campaigns, SMS, and RCS rich messaging cards. The RCS work is worth flagging — it's one of the newer channels in performance marketing, and designing for it requires understanding how interactive card formats render across Android devices and carriers. Getting that right matters.

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One of the more interesting challenges was producing the customer service imagery. Rather than sourcing stock photography, I used AI image generation — prompting photorealistic portraits of Optimum customer service representatives, on-brand and production-ready. It saved time, stayed on budget, and gave us full creative control over the casting and aesthetic. That's the AI Creative Director workflow in action. Across 2024 and 2025, the creative contributed to a3% YoY ROAS improvement— meaningful gains for a mature, competitive category.