comcast xfintiy
awesome beats + better together
The brand
TeleCom giant Xfinity built its brand dominance on the back of its understanding in the importance of connectivity between consumers and their digital devices as well as the connectivity of multiple services under one roof. Their slogan Better Together is a pillar they stand on in their promise to connect consumers to what’s important in their lives, and to communicate the value of their multiple services and bundle offers to customers.
Better Together was the guiding principle Xfinity provided the Creative Labs when they asked us to create an experiential event as well as pre/post digital extensions that would increase brand affinity amongst its newly minted and next generation of customers and deliver on their promise to connect them to what matters most to them.
the brief
the challenge
Xfinity owns the home broadband and cable conversation — a dominant market leader and a household name, even with younger audiences. But when it comes to mobile, the story changes. Despite offering competitive plans, Xfinity’s presence in the mobile category lags far behind the competition. The brand has earned consumer trust in the home, but hasn’t yet claimed its place outside of it. Closing that perception gap was the challenge.
the opportunity
The brand didn’t need to introduce itself, it needed to reintroduce itself. With trust, awareness, and an existing customer base already in place, the brand had a unique advantage. By creating an experience that connects mobile to moments of everyday life — seamlessly, socially, and meaningfully — we could shift perceptions and position Xfinity Mobile as the smart, effortless choice that brings people better together, everywhere.
The Insight
Gen Alpha is growing up hyper-connected, but not deeply connected. Fluent in digital communication, yet struggling to form meaningful bonds, they’re experiencing a growing crisis of loneliness. Screens keep them in touch, but real connection still happens face-to-face.
In-person experiences allow them to decode social cues, build emotional understanding, and spark the brain’s natural feel-good chemicals that support wellbeing.
For their Awesome Beats experiential series we viewed Xfinity’s Better Together platform as rooted in the belief that technology should enhance human connection, not replace it. We set out to create an IRL moment where Gen Alpha can come together, laugh together, and bond together, and take Xfinity beyond being just a tech provider, and become a brand that actively fuels connection, belonging, and emotional wellbeing.
Face-to-face gatherings enhance social and emotional development by fostering real human connection. These interactions trigger the release of oxytocin — the “feel-good” hormone — which plays a key role in building trust, strengthening social bonds, and boosting overall wellbeing.
Xfinity values more than just connecting devices through its services. They transform technology into meaningful, real-world moments that bring people together.
In the midst of a growing loneliness epidemic among Gen Z and Gen Alpha, these digitally native generations are searching for real, meaningful connections — ones that seamlessly fit within their digital-first lifestyles.
xfinity presents awesome beats live with 5 seconds of summer — because music is better together
the work
We designed a multi-phase campaign that seamlessly bridged the digital and physical worlds — turning online connection into real-life community. Through pre-event, live experiential, and post-event touchpoints, we created a cohesive journey for 5SOS fans, encouraging them to use their devices not as barriers, but as tools to spark meaningful connections. The campaign culminated in an unforgettable IRL moment where fans came together, bonded over their shared passion, and experienced firsthand what it means to be Better Together.
