T•Mobile

T-Mobile came to us with a fast-turn holiday brief: concept a series of spots for their “Twogether” campaign, originally built around Chrissy Teigen—with just 24 hours to deliver. The creative needed to feel festive, funny, and unmistakably T-Mobile, despite the limited pre-production window. We pulled together a strong deck overnight—only to hear back that Teigen was out. Google had sweetened their own deal and locked in Chrissy and John instead.

With Chrissy out, we pivoted quickly. Enter Nick Cannon. We reworked the concept around his energy and humor, and legendary director Paul Hunter came on to direct. The takes were sharp, funny, and ready to go—but just before launch, Nick made a creative call to play both parent and child.

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The performance worked, but unfortunately, the optics didn’t land. The spots were pulled just a week into airing.

Not every project sees daylight, but the process, collaboration, and speed at which this came together still stand out as a highlight—and a lesson in how fast things can change in celebrity-driven campaigns.

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T-Mobile was sponsoring the 2018 Billboard Music Awards and needed a same-day in-broadcast feature to launch Kesha and Macklemore’s new tour. With no time for an off-site shoot, and the BBMA team handling direction and editing the day-of, we leaned into the playful Vegas energy and pitched a high-stakes game of Go Fish. It was shot the night before the show and cut to air within hours—earning great client feedback and becoming a standout, unexpected moment in the broadcast.

Make 'em laugh.

Alongside this, I also led the recut of a Hispanic market spot featuring J. Balvin, anchored by a line we wrote: “Music connects us all.” The team loved the direction so much we nearly spun it into a full  campaign shoot in Chile, but pivoted due to timing—reworking the messaging into the BBMA creative instead.

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$#!@!

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T-Mobile sought to launch the "Unlimited for All" campaign, emphasizing their commitment to providing truly unlimited data, talk, and text for everyone. The campaign needed to communicate accessibility, inclusivity, and the freedom of being connected without limits.

In a competitive wireless industry where every carrier makes bold claims, T-Mobile needed a campaign that would differentiate them from the competition. The messaging had to be clear, compelling, and resonate with a diverse audience while reinforcing the brand’s disruptive and customer-first identity. The challenge was crafting a narrative that felt fresh and authentic, rather than just another corporate promise. Additionally, the campaign needed to leverage user-generated content (UGC) to showcase real customers and their experiences, making the message more relatable and impactful.

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I led the creative direction for the "Unlimited for All" campaign, developing a high-energy, visually dynamic narrative that showcased real people and real experiences. By utilizing UGC, we ensured that the campaign felt organic and authentic, amplifying customer voices and reinforcing the brand’s commitment to inclusivity. Through vibrant storytelling, bold design, and strategic media placement, we successfully elevated T-Mobile’s message, driving consumer engagement and reinforcing the brand’s position as the leader in unlimited wireless. The campaign saw strong performance across digital, social, and traditional media, translating into increased brand loyalty and customer conversions.

Samsung needed a bold, attention-grabbing out-of-home (OOH) campaign to support the launch of their latest mobile device. The goal was to create a visually striking and immersive experience that would generate buzz, reinforce Samsung’s innovation, and drive consumer interest.

The mobile market is fiercely competitive, with brands vying for attention in high-traffic urban environments. The challenge was to create an OOH campaign that would break through the clutter, stop consumers in their tracks, and effectively communicate Samsung’s cutting-edge technology in a matter of seconds. The execution had to be sleek, modern, and aligned with Samsung’s brand ethos.

I led the creative direction for Samsung’s mobile OOH campaign, designing a high-impact visual experience that maximized visibility and engagement. Through dynamic digital billboards, immersive street installations, and strategic placements in key urban locations, we successfully captured consumer attention and reinforced Samsung’s position as a leader in mobile innovation. The campaign drove awareness, social media shares, and foot traffic to retail locations, making the launch a resounding success.