Cricket Wireless, a supporter of HBCUs since 2018, just launched a new campaign where legacy and connections come together as a powerful reminder that when we move together, we move further.
“As a longstanding supporter of HBCUs, I am incredibly proud of the ‘Strength in Numbers’ campaign. This initiative not only highlights the deep sense of belonging and shared heritage within the HBCU community but also showcases the incredible talent and creativity of HBCU students” said Cindy Rozier, AVP Marketing at Cricket Wireless. “Through this campaign, we celebrate the unity and confidence that HBCUs instill in their students, and Cricket Wireless is honored to play a part in keeping them connected to their support systems. Our collaboration with Dieste and the talented team behind this project is a testament to the power of community and the positive impact we can make together.”
“Strength in Numbers” highlights how the HBCU experience offers a deep sense of belonging rooted in shared heritage and purpose. This community gives students the confidence and support to grow, creating meaningful changes far beyond campus walls. And through it all, Cricket Wireless helps keep them connected to their support system In
In collaboration with Dallas-based Multicultural agency Dieste Inc, the campaign was directed by Malik Vitthal, winner of the Cannes Lion Titanium, Ad Age Campaign of the Year, Grand Prix, and known for the Emmy-winning The Talk for P&G.
“We wanted this campaign to represent the spirit of the HBCU community with a powerful sense of rhythm and movement. These films illustrate how the bonds of community can give you confidence. I’m so grateful to be part of this campaign which reminded us all, we are all a representation of our community, it’s all about how you show up in life, with confidence, rhythm, and positive body language.” – Malik
This effort also features a standout creative team, including Autumn Durald, the cinematographer behind Black Panther and Sinners, and choreography by Brittany Russell-Perry, known for her work on the BET Awards. Adding depth and authenticity to the message of identity, unity, and shared purpose, Cricket also featured its HBCU campus ambassadors who brought their voices, perspectives, and talents to the campaign.
More Than a Campaign
With the “Strength in Numbers” campaign, Cricket doubles down on its mission to deliver reliable wireless service, powered by the nationwide 5G on the AT&T network, to everyone.
“This campaign is a celebration of authentic stories that resonate deeply within the HBCU community” said Erin Bishop, Lead Manager, Marketing Communications at Cricket Wireless. “It’s about honoring heritage while embracing the future — showing how connection and confidence empower students to break barriers and create lasting impact. We’re excited to amplify these voices and continue supporting a community that inspires us every day.”
Strength in Numbers will roll out across digital, social, and broadcast on [when it comes out], continuing Cricket Wireless celebration of cultural connection.
CRICKET HBCU CREDITS
DIESTE
Chief Creative Officer: Abe Garcia
Group Creative Director: Valentina Sulbaran
Creative Director: Daniel Vicente Diaz
Creative Director: Troy Jones
Associate Creative Director: Cesar Aragón
Senior Copy Writer: Maru Pagán
Senior Art Director: Sergio Parreno
Senior Broadcast Producer: Diana Montemayor
Executive Director of Digital and Social Strategy: Roberto Hernandez Ramirez
Social and Digital Strategy Supervisor: Kayla Aikins
Group Account Director: Mandy Collins
Account Director: Gina Pesce
Account Supervisor: Kiara Collazo-Alicea
REPUBLIC – EDITORIAL and AUDIO
Sr. Producer: Kim Estrada
Editor: Oliver Best
Assistant Editor: Austin Cross
Audio Engineer: Greg Carlson
PSYOP – VFX, POST, FINISHING
Director: Liam Griffin
Director: Jack Anderson
CG Supervisor: Todd Peleg
VFX Supervisor: Andrew Rasmussen
Executive Producer: Jim Bratti
Producer: Tapy Noun
MUSIC
Benjamin Monroe
Vimani Baxter
PRODUCTION
Director: Malike Vitthal
DP: Autum Dural Arkapaw
Founder/ EP: Anna Hashmi
Choreography: Brittany Russell
