2018 T-Mobile Holiday Campaign, United In Joy

Seasonal campaign for T-Mobile’s stores nationwide + large-scale installations and customer activations for the brand’s Signature stores

For T-Mobile’s 2018 holiday campaign, we developed a concept called “United in Joy”—encouraging everyone to celebrate the holidays in their own way and unite in a shared joy of the season.

We brought the United in Joy sentiment to life in print, 3D and digital executions using colorful photography and texture to highlight the varied holiday traditions and cultures throughout the country.

In T-Mobile flagship stores across the U.S.—NYC, Miami, Chicago, Las Vegas, Santa Monica and San Francisco—we created large-scale installations that invited customers to play. There were color-changing sequins, spinning wedges to mix and match imagery, edge-lit panels and selfie backdrops.

The concept extended to T-Mobile’s fleet stores as well, on a smaller but still impactful scale.

My role included campaign concept development, asset design, creation of an icon suite, image sourcing and installation concept and design. I was able to travel to the Santa Monica flagship store to oversee installation of one of the activations.

Design: Allison Arditty, Candice Nagel
ACD: Dave Goedde
Creative Director: Monkey Watson
Copywriting: Chris Vail
Fabricator: IDL Worldwide