razorfish: team t-mobile

it’s better over here.

senior designer—feb 2022-dec 2024

In 2022, I found my way back to Razorfish (formerly Publicis Sapient, SapientRazorfish, etc.) and work full-time on T-Mobile Retail Experiences. Our work started as purely digital & print displays in their flagship stores across the country, but slowly transformed into creative across all of their 6,000+ retail stores. My role in most projects is always changing—sometimes I’ll be part of the initial campaign concepting process, sometimes I’ll be interpreting existing creative and adapting it, and sometimes I’ll get to see a project through start to finish from art direction to design production. I even got the opportunity to work on a $1 million photoshoot for the Holiday 2024 campaign.

I get to work alongside some of the most talented copywriters, motion designers, 3D designers, creative directors, graphic designers and producers I’ve ever met, as well as with other creative agencies and global brands, and it’s been so much fun getting to create amazing experiences with them.

Here are a few projects I’ve gotten to be a part of.

PGA of America

The PGA of America is one of the world’s largest sports organizations, composed of PGA of America Golf Professionals who work daily to grow interest and participation in the game of golf. In 2023, PGA of America selected T-Mobile as its exclusive 5G Wireless Innovation Partner to shape the future of the sport.

To celebrate the partnership and promote the 2024 T-Mobile Match Play presented by MGM Rewards event in Las Vegas, we created a flagship store takeover complete with window clings, digital clips, and a VR golf simulator.

As a recreational golf girlie, this was such an exciting project to get the opportunity to lead. I grew up in and have been surrounded by sports my entire life, so to get to be part of not only a partnership that’s special to me, but to promote women’s sports in general was amazing. As always, working alongside my copywriting & motion design peers, we brought this campaign vision into reality in the Las Vegas flagship store and 6,000+ retail stores. The creative was well-loved by clients and expanded to other LPGA and PGA events.

Role
- Campaign Concepting
- Design Production
- Motion Art Direction

Formula 1 Las Vegas Grand Prix ‘23

In November 2023, Formula 1 kicked off their groundbreaking 10 year agreement with the Las Vegas Grand Prix that includes part of the iconic Las Vegas Strip. T-Mobile was named the exclusive wireless provider for the highly anticipated event, giving customers and fans innovative experiences both in-person and virtually.

To celebrate this historic event, we created a flagship store takeover complete with floor graphics, merchandising, signage, digital clips, an interactive racing experience, and a VR driving experience where fans experienced the Las Vegas Strip Circuit firsthand.

This was such a once in a lifetime experience to get to conceptualize this campaign from start to finish. The project kept growing and growing as the client continued to love the work our team was producing. There was so much excitement around the partnership, that we ended up creating custom window clings for the T-Mobile retail stores in the surrounding area as well.

Watch the full sizzle here.

Role
- Campaign Concepting
- Design Production
- Motion Art Direction

Lunar New Year 2023

Lunar New Year is the most important holiday of the year for 1.5 billion people around the world, and T-Mobile wanted to celebrate this cultural moment with every generation of the Asian-American community with an impactful, in-store experience.

The Lunar New Year creative was shared with customers in over 6,000+ retail stores, and furthermore, displayed on every screen in the San Francisco Signature Store, turning it into an unforgettable celebration and showing of appreciation for the customers and community.

Lunar New Year is close to home for me and growing up in the Bay Area and going to Chinese New Year parades annually made this project really special to be a part of. I got to be part of initial concepting, all the way to art directing an internal sizzle reel for the T-Mobile and Razorfish teams.

Watch the full sizzle here

Role
- Campaign Motion Art Direction
- Sizzle Motion Art Direction

Experience Store Gallery Wall

T-Mobile has plans for everyone—whether you’re a meticulous minimalist who only needs the essentials, or you’re a power user, happy knowing you have it all, to the max. The Gallery Wall invites customers into an immersive and multisensorial treasure hunt experience in a surreal 3D living room–surprises included in the Plano & Southlake Flagship Experience Stores in Texas.

I got to be part of the original concept team for this project and it was super cool to see it launch in the store almost a year later.

Role
- Art Direction Concepting

Holiday 2022

This holiday, we’re going all the way. So let’s connect all the way on America’s largest 5G network. Get ready for more coverage where you need it, more reliable home internet and more streaming so you can share ALL. THE. WAY.

This was my first holiday campaign with RZF x TMO and I got to explore pretty much every medium by extending the beautiful art direction our team won with including digital screens, print pieces, window clings, phone cases and more.

Role
- Design Production