Friday Night 5G Lights

ROLE
Senior Creative — Campaign Concepting, Development, Writing, Talent Direction + Post

The Challenge

Nearly 20 original social assets. One school. One eight-hour shoot day. Multiple talent groups; all while publicity and broadcast teams were competing for the same time and resources.

Beyond the production constraints, the social campaign needed a stronger creative through-line. We wanted every piece to feel connected, premium and rooted in the school pride, community and nostalgia at the heart of Friday night football.

The Approach

Build one team, then let every piece play a different position.

We positioned Gronk and Patrick Mahomes as captains of a fictional Friday Night 5G Lights team, creating an umbrella that could connect everything from NIL athlete conversations and school hype to voting, competition updates and more emotional storytelling.

The creative leaned into what makes high school football bigger than the game itself: hometown pride, the people who show up for you and the communities that rally around their teams.

Gronk and Mahomes appear to be holding a press conference until the reveal: they’re sitting on a high school field. Their own beginnings become the bridge to the campaign’s purpose — giving the next generation a stronger place to start.

Press Conference

We surprised NIL athletes Dante Moore, Ashlea Klam, Rooco Becht, CJ Carr, and Kewan Lacy with video messages from the people who helped get them where they are, putting the support systems behind every player at the center of the story.

Support Team

A packed shoot also gave us something social feeds love: the moments between the takes. Turning the day's outtakes into a blooper reel gave the campaign a lighter, more human beat between the bigger messages.

Bloopers

Where I Came In

CREATIVE

  • Developed the campaign through line

    • Created the “Captain Gronk/Mahomes” concept that unified the work

  • Shaped the tonal range

    • Made sure hype, humor and emotion all felt like parts of the same campaign world

  • Defined the voice

    • Wrote scripts and social media copy balancing individual talent voice, T-Mobile tone, and social behavior, with details like marching-band-inspired music reinforcing the high-school-football setting

EXECUTION

  • Directed the talent

    • Acted as a second unit, directing the NIL athletes and aligning the Mahomes/Gronk director around the campaign vision

  • Solved on set

    • Adapted creative around shifting schedules, location limitations and competing production needs

  • Shaped the final work

    • Partnered across creative, production, client and post teams through final edits