QUANTUM FIBER: NATIONAL & SOCIAL CAMPAIGNS
Building a Digital Brand Through Motion and Storytelling
OVERVIEW:
Quantum Fiber, a Lumen Technologies brand, needed to reintroduce itself as a new kind of internet company - fast, reliable, and modern.
I led the motion direction and creative strategy across digital campaigns and social content, shaping how the brand communicated through motion and video across platforms.
THE CHALLENGE:
When I started working with the Quantum Fiber creative team, the brand was still finding its footing. The visual identity had just been defined, but the content lacked purpose - a mix of generic internet imagery and agency-driven campaigns that missed the mark.
As a spin-off of CenturyLink, Quantum Fiber carried the weight of a legacy telecom reputation but needed to feel fresh, human, and trustworthy. The creative challenge wasn’t just about producing better content - it was about establishing what this brand actually stood for and how it communicated through video and motion.
Internally, the team needed a framework to replace costly, misaligned agency work with an in-house system that could scale - one capable of delivering consistent, meaningful creative that aligned brand storytelling with business objectives and measurable results.
THE APPROACH:
The first step was defining how the brand moved. I built Quantum Fiber’s first motion system - a foundation for pacing, rhythm, and tone that gave the brand a cohesive visual language across digital, OTT, and social platforms. These creative principles became integral to every future campaign, transforming motion from a production task into a defining part of the brand’s identity.
Next came building the creative system - the structure that made great work repeatable. I worked with project managers, social and product teams, and leadership to design a workflow that connected briefs to strategy, aligned with local and national campaigns,and ensured creative decisions were tied directly to marketing objectives. We introduced monthly brainstorms, faster review cycles, structured R&D, and feedback loops between brand, creative, and legal - building a process that made large-scale content production efficient and sustainable.
Together, these systems turned motion and storytelling into a consistent creative engine - one that scaled, evolved, and proved that strategy and creative could move in sync.
Brand awareness organic social media post.
A showreel of some of the content produced for Quantum Fiber over the last three years.
EXECUTION:
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Led content strategy and creative execution on 585+ social assets, building a motion-driven content system that sustained a four-post-per-week cadence and scaled to 225+ motion deliverables across digital platforms.
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Directed and designed content across multiple ratios to maximize storytelling and performance consistency on TikTok, YouTube, Instagram, Facebook, LinkedIn, digital ads, and OTT.
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Directed the WiFi 7 CES Launch Film - a flagship brand animation that introduced Quantum Fiber’s next-gen technology on the main stage at CES 2024, later adapted for booth displays, social, and digital campaigns.
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Oversaw the creative tone across voiceover, sound design, and music direction, ensuring every campaign carried the same emotional and brand coherence.
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Collaborated with and managed external agencies on national launches to align storytelling and maintain the brand’s evolving visual language.
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Developed reusable motion templates and story frameworks that empowered in-house teams to expand and evolve the system long after launch.
IMPACT & RESULTS:
Over a two-year partnership, Quantum Fiber’s creative transformation delivered measurable growth and engagement across every platform:
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8.9% average engagement rate on LinkedIn - over 40x the platform average.
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370% audience growth on Instagram, adding 14.7K+ new followers and establishing a strong cross-platform presence.
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130M+ video views across digital platforms, driving brand awareness at scale.
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1.8B+ impressions and 1.9M engagements, including 847K+ link clicks supporting conversion goals.
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A 1.3M-view organic Instagram Reel became the brand’s top-performing social video, proving that creative built on clear strategy can outperform paid campaigns.
CREATIVE HIGHTLIGHTS:
Quantum Fiber's current top-performing organic social video from the 8-bit Nostalgia Series.
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8-Bit Nostalgia Series - a recurring social campaign that reimagined classic video games like Paperboy, Space Invaders, and The Oregon Trail in Quantum Fiber’s brand style. The series married retro gaming nostalgia with modern tech storytelling, culminating in the Oregon Trail piece that hit 1.3 million views organically and became the brand’s top-performing social video.
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WiFi 7 CES Launch Film - a large-scale hero animation created to debut Quantum Fiber’s WiFi 7 at CES 2024. Designed as the main-stage reveal and later adapted across booth and campaign content, it showcased the brand’s scale, speed, and imagination - turning a product launch into a storytelling event.
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Collaborative Brainstorm Framework - a structured creative process that brought designers, project managers, copywriters, and strategists together early in campaign development. By aligning ideas across disciplines from the start, it broke down silos, improved efficiency, and strengthened the creative through-line from concept to delivery.
KEY TAKEAWAYS:
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A brand’s motion language is as essential to identity as its visuals or voice.
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A clear creative system lets teams scale storytelling without losing precision or intent.
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Motion isn’t just execution - it’s a strategic driver of connection, emotion, and brand growth.