T-Mobile @ Lollapalooza
ROLE
Senior Creative — Concepting, Talent Direction, Writing, Edit Oversight
The Challenge
T-Mobile had plenty to talk about at Lollapalooza: member perks, Club Magenta, exclusive access and a major presence throughout the festival.
The challenge was making those benefits clear without turning the content into a list of reasons to switch carriers.
We needed to show what T-Mobile unlocked while still making the work feel like something people would actually want in their feeds.
The Approach
Lead with the experience. Let the value speak for itself.
Instead of explaining what T-Mobile members got, we built content around the people, access and moments that made those perks feel worth having, using creators, festivalgoers and artists to create the kind of FOMO the brand wanted to own.
We tapped Tefi Pessoa to ask festivalgoers for their best Lollapalooza “hacks” (with T-Mobile perks built in as the answers). It let us communicate member value through a familiar creator format instead of a product demo.
Concept Development · Interview Prompts · Talent Direction · Edit Oversight
Cheat Code Confidential
For a more access-driven piece, we brought main stage performer Leon Thomas together with his creative collaborator Toney Handsome inside Club Magenta for a conversation around music, creativity and collaboration, alongside a DJ set.
Rather than simply showing the space, the content gave audiences a reason to want to be inside it.
Concept Development · Interview Questions · Talent Direction · Edit Oversight
BTS w/ Leon Thomas and Toney Handsome
A vibe-y grid set to Leon’s “Vibes Don’t Lie” balanced his world with glimpses of Club Magenta; branded enough for the partnership to register, but aesthetic enough that he’d actually want to share it.
Concept Development · Edit Oversight
Artist-First Social Asset
Capturing the FOMO
Alongside the video content, we captured photography with creators and T-Mobile members throughout the festival and Club Magenta.
The goal was less “event documentation” and more proof of experience: recognizable talent, real festival energy, T-Mobile's magenta world and the sense that members were getting something extra.
