My Role: Creative Lead (ideation, copy, creative direction)
How do you make something foreign, intangible, and even threatening feel cool, innovative and tangible? That was the task that T-Mobile came to us with for their new 5G network.
The original name of this program was “Live from Nowheresville” which I think accurately captures the strategy and genius of this idea. As part of the Warner Music Group family, we would bring T-Mobile’s vision to life by hosting live performances in remote locations where only 5G could reach.
This project was a production nightmare, but I loved it. Unpredictable weather, coordinating three different artists' tour schedules, T-Mobile engineers pinpointing exact 5G ranges all while preserving my creative vision: distinct stunning landscapes, elegant graphics, an intimate tour documentary feel and acoustic, emotive performances. In the end, I think we did just that.