T-Mobile
Integrated Performance & Social Campaigns
Performance Creative & Senior Art Director | Social, Display, OLV, Retail & Concept Creation | Agency: Dentsu NY | Team: GCD, Copywriter
Creative Lead & Senior Art Director/Performance Creative across T-Mobile’s US and Hispanic markets. By combining lifestyle storytelling with data-backed execution, unifying the brand voice across digital, social, and retail channels, driving growth and high-performance
The Challenge
T-Mobile required performance-driven creative that could scale across paid channels without losing the brand's bold personality. The goal was to unify creative execution across US General and Hispanic markets, adapting campaigns for LATAM audiences while ensuring retail and digital deliverables remained consistent
The Solution
I led art direction across social, display, and OLV assets, integrating multicultural insights and 360-degree retail strategy. I built cohesive campaign ecosystems that balanced brand prestige with high-conversion demands, effectively scaling creative across diverse digital touchpoints
Switch to T-Mobile | Campaign
Nail Salon (Small Business Growth): Small-business settings to position our five-year price plan
Nail Salon (Business Expansion): Vibrant style and professional branding to feature the five-year price guarantee
Switch to T-Mobile | Campaign
Family Connection: Family savings for Netflix, showcasing unlimited connectivity and shared entertainment
Baby Shower: Bridged families across the US, Mexico, and LATAM through unlimited connectivity during life’s milestones
Network Pass | Campaign
Awareness: Premium perks like in-flight Wi-Fi and international data, using transitions to shift between daily life and travel
Conversion: Test-drive concept, transitioning from the app interface to travel destinations to drive sign-ups
Retail & Channel
Executed a cohesive multi-channel deliverable set to unify the brand experience across physical and digital touchpoints. This included environmental office murals, welcome kits, and merchandise design, alongside targeted LinkedIn advertising and co-branded retail banners.
