T-Mobile is the Un-carrier. This rebel persona came from the top, when John Legere (then CEO) made an infamous appearance at CES with a magenta t-shirt, sneakers, and a colorful introduction of T-Mobile's new personality.
Legere's no-BS attitude caught the attention of the press and defined the competitor brand as it made one of the great comebacks of the last decade.
I partnered with John Legere and his social team to create engaging, shareable, news-making content throughout his tenure as CEO of T-Mobile. Ideated, wrote, and directed over 20 videos, receiving over 28 million views and countless earned media impressions. We created a dedicated fan base of millions and drove business for the brand through its lightning rod leader.
A supercut giving some highlights of the fun we had over the years.
We took the creative to the next level with this 8-bit animation teasing ‘Un-carrier Next.’
Since John Legere has moved on, I've continued to partner with the executive team to conceptualize and create high-impact content that captures the personalities of leaders in the organization and moves the brand forward.