Sr. Creative Lead 

T-Mobile

IG Stories


Campaign: always-on wireless benefits  
JRC's Role: Sr. Creative Lead 
Copywriters: Cody Barz, Gabby Brulotte, 
Design & Animation: Derek Edamura, Jennifer Dean, Phil Paulik, Handley Eugene, Spencer Sachs, Jesse Egan 
Sr. Creative Producer: Alison Farmer 
Distribution: IG stories

Description: in the second half of 2018, we developed, produced, and  tested a variety of visual styles in Stories' vertical format. 

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Campaign Art Direction

Campaign: Pride 2019 (June) 
JRC's Role: Sr. Creative Lead 
Sr. Art Director/Design Lead: Eunice Do 
Sr. Creative Producers: Andeep Singh (social/agile), Alison Farmer (OOH, TVC) 

Channel(s): TV broadcast, events/sponsorships, digital/social, OOH (Times Sq. billboards), flagship store digital installation 


We pitched a visual concept for social, which snowballed into the broader art direction for a robust month-long integrated campaign. We worked with ATTN: to create three co-branded videos that were filmed at Stonewall Inn in west village. Across all creative, we sought to balance an energetic celebratory tone with a gracious nod to the history and significance of Stonewall.  

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Taco Bell partnership 

Campaign: T-Mobile Tuesday partnership w/Taco Bell 
Channel: social - Instagram stories 
JRC's role: Sr. Creative Lead 
Design & Animation: Winnie Ng, Handly Eugene 


[LEFT] Using the full-screen real estate of instagram stories to mimic practical smart phone behavior is a simple, strong creative construct for a wireless/mobile brand. With the approval to manipulate Taco Bell's audio mnemonic (big bell chime sound) to the melody of T-Mobile's audio mnemonic (five-note ringtone sound), and some quick design work, the partnership was announced on game day.  [RIGHT] For organic in-feed social content, we created "wacky whimsical" looping micro-videos. 

Holiday 2018 TVC

JRC's Role: Sr. Creative Lead 
Sr. Creative Producer: Jeffrey Grondahl 
Campaign: Samsung deal / Holiday 2018 
Channel: TV broadcast 

2019 CAMPAIGN WORK 

Holiday // (Q4) // toolkit 

New Network Launch // (Q3) // toolkit + OOH   

Pride // (Q2)  // toolkit + OOH + co-branded content + social/digital 

Super Bowl // (Q1) // partnership teasers, co-branded content, in-game creation


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