T-Mobile /
Summer Campaign

How do you capture the feeling of summer in a way that feels unmistakably T-Mobile? More importantly, how do you use the brand itself to create an emotional connection with people?

That question became the foundation of this campaign. Rather than treating the logo as a static brand asset, I reimagined T-Mobile's signature "T" as a window into summer itself. Live-action footage and seasonal textures filled the inside and outside of the logo, creating a dynamic contrast that came to life through T-Mobile's iconic magenta.

As Art Director, I developed the core concept of "filling the logo with the feeling of summer." I led the overall visual direction, from selecting footage and designing the textures within the logo to balancing color, lighting, and materiality between the foreground and background. The final creative was designed to extend into a large-scale anamorphic installation on T-Mobile's Times Square billboard.

Because the anamorphic execution relied on flat footage rather than a fully built 3D environment, validating the relationship between the viewer's point of view and the footage angles was critical. I repeatedly recommended conducting an on-site screen test before launch and proposed specific validation methods. However, due to communication gaps during production, the campaign was launched without the final screen test.

Unexpected rendering issues appeared after deployment, and the campaign was taken down shortly after launch. While the outcome was disappointing, the experience reinforced the importance of technical validation in complex OOH productions. It also shaped how I structure production workflows today, establishing clear checkpoints with vendors and partners before final delivery.