T-Mobile needed a look that would represent their signature stores while staying true to the brand.

The idea was thought of when brainstorming around the New York Signature Store in Times Square.

We thought of Broadway posters and how they were always covered in reviews. We took it to the next step where we found reviews of Signature Stores online and got permission to use them. The cities were then wrapped in authentic reviews from people that experienced the store.

The look was first rolled out across 4 cities: Chicago, New York, South Beach, and Santa Monica.

I led the team in creating elements covering the range of ad mediums. Everything from animated web banners to animated out of home; bus wraps to wall-scapes. They all require a cohesive feel, that stays authentic to the city they are in.