T-Mobile · 2012–2018
T-Mobile Experience Stores
Embedded creative lead (6 years, with Razorfish) · US
Six flagship retail environments, ~300 million pixels, one brand language: a six-year embedded leadership story in digital-first retail.
Problem
Wireless retail was transactional and visually fragmented. T-Mobile needed immersive, digitally fluent environments expressing the Un-carrier brand: scalable across six locations with different architecture, screens, and audiences.
Solution
Built and led a multidisciplinary team for six Signature Experience Stores: brand identity, large-format video, custom LED content, reactive installations, and a scalable content system: each store a unique canvas within one brand language.
Results
Some of the most technically advanced retail environments in wireless; multiple industry honors; a new benchmark for digital-first retail.
01: Times Square sizzle
Nearly 300 million pixels of brand environment in motion.
02: Asset shoot, behind the scene
Building the library the whole store system runs on.
Results
- DSE APEX Best in Show + Gold
- Digital Signage Awards
- W3 Gold
- Shop Award
