Project: Integrated Advertising Campaign

Role: Creative Director

Tasked with creating a campaign that boldly leverages existing attention around the pandemic to boost
T-Mobile’s reputation among a wide range of target consumers. My team created the campaign #SoonMeansNow which, through excitement and positivity, celebrates the beginning of a post-pandemic world in a way that hinges on user-generated content to bring a new meaning to the word soon. Check out our plans book which gives an in-depth look into our guiding research and insights as well as our creative executions.

I assisted in gathering primary and secondary research, including conducting three individual interviews. I also helped develop the creative concept #SoonMeansNow as well as designed the Plans Book and each individual mockup.