T-Mobile

Digital Out-of-home (OOH) Design

Campaign: 5G is Here
Role: Art Director
Services: Large-Scale Digital OOH Design, Motion Direction, Visual Storytelling

The Challenge

As T-Mobile prepared to launch its nationwide 5G network, the brand needed a bold, unmistakable way to announce it. The message was simple—“5G is here.” But in a sea of tech-driven promises, T-Mobile wanted to cut through the noise with unmistakable clarity and unmistakable style.

The goal: deliver eye-popping, high-impact creative across some of the most iconic media real estate in the country, including Times Square and downtown Los Angeles.

The Concept

T-Mobile’s brand is known for its unapologetic magenta and rebellious tone. For this campaign, I leaned into that signature energy while simplifying the visuals to amplify one clear, declarative message: 5G is here, and T-Mobile brought it first.

The visual concept paired high-contrast magenta branding with bold type, punchy motion, and clean layouts designed to demand attention—even from a moving car or crowded city sidewalk. Animation and pacing were fine-tuned to create rhythm and readability on massive LED displays.

Execution

I designed and art directed a series of digital out-of-home displays for this campaign, including:

Times Square billboards: Multi-screen digital takeovers that maximized scale and vertical motion
Downtown LA displays: Designed for visibility and flow from street level to rooftop perspectives
Motion graphics: Short, looping animations created for maximum impact and clarity

Each piece was designed with movement and modularity in mind—ensuring consistency across varying display formats and resolutions while maintaining a strong brand voice.

The Impact

T-Mobile’s “5G is Here” campaign dominated public space with confidence and clarity. The out-of-home creative helped anchor the broader national launch effort and reinforced the brand’s first-to-market positioning.