T-Mobile

While at Publicis in Seattle, I was part of the core team that led the U.S. launch of T-Mobile—tasked with introducing a German telecom giant to an American audience that had little brand recognition or emotional connection.

To overcome that, we made a bold move: we humanized the brand through storytelling, using Catherine Zeta-Jones as the face of T-Mobile. With a mix of charm, wit, and relatable scenarios, we turned mobile service into something approachable—and even fun. The campaign not only helped T-Mobile stand out in a crowded market but laid the foundation for its voice and visual identity in the U.S.

Following that success, I was tapped to take full creative leadership of T-Mobile’s Hispanic market efforts, leading brand strategy and campaign development across U.S. Latino and LATAM markets. From concept through execution, I helped shape culturally resonant campaigns that connected authentically with Spanish-speaking audiences—bringing T-Mobile’s bold, un-carrier energy to millions.

As part of T-Mobile’s brand evolution, I helped lead the creation of the “Poser Mobile” campaign—an edgy, satirical concept designed to introduce T-Mobile’s prepaid service to a younger, more price-conscious audience. Playing off cultural tropes and using humor as a hook, we built a fictional rival brand that poked fun at the limitations of typical prepaid plans. The result was a bold, attention-grabbing campaign that positioned T-Mobile as the smarter, more stylish choice—redefining what prepaid could look and feel like for a new generation of mobile users.