T-Mobile
Publicis - T-Mobile campaign
Shane was brought in by Publicis to help evolve the T-Mobile brand, introducing a more irreverent, human, and expressive creative direction. Building on his distinctive illustration style, the work infused the brand with a sense of attitude and personality, moving it toward a more punk, energetic, and culturally relevant voice.
Shane worked across the full campaign ecosystem, from social and digital to print and broadcast, developing visual systems, illustration styles, and design language that could scale consistently across platforms. In parallel, he helped create a comprehensive brand bible that defined how the campaign would be executed globally, ensuring cohesion across teams, partners, and markets.
T-Mobile COMMERCIAL
The campaign went on to become one of T-Mobile’s most successful marketing initiatives, helping redefine the brand’s voice and visual identity at scale.
Shane developed the overall brand style, attributes, personality, design and illustration, across several campaign formats (print, digital, TV, in store). He also created the brand bible for distribution to all agencies working on the global campaign.
PROJECT OVERVIEW
Publicis brought Shane in to help reinvigorate T-Mobile’s brand through a more irreverent, expressive, and culturally relevant creative direction. The campaign introduced a bolder visual personality, bringing greater energy, attitude, and humanity to the brand across its communications.
ROLE & CONTRIBUTION
As Creative Director, Shane developed the campaign’s overall creative and visual direction, including its brand personality, design language, and distinctive illustration style. He worked across the full campaign ecosystem, spanning broadcast, digital, social, print, and in store experiences, to ensure the idea remained recognizable and effective at every customer touchpoint.
BRAND INNOVATION
Shane translated the campaign concept into a scalable visual system that could be applied consistently across formats, agencies, and markets. He also created a comprehensive brand bible that established the campaign’s creative principles and provided global partners with a clear framework for executing the new direction.
STRATEGIC VALUE
The campaign helped redefine T-Mobile’s voice and visual identity at scale, moving the brand toward a more energetic and differentiated position. The work demonstrates Shane’s ability to evolve an established brand, build a flexible creative system, and align multiple teams around one cohesive global vision.