REBRAND
Metro was looking to launch a new brand for the new year and expand on a new customer base. While they were looking for something fresh, they wanted to maintain some of the previous brand elements for brand recognition purposes. We chose a visual identity with a minimal approach that would help simplify the cluttered ads that you might normally see in the telecom industry. In addition, the "That's Genius!" tagline was created to cater to the new and old metro audiences. Metro by T-Mobile was looking to position itself as the carrier that helped customers "out smart" the system by saving money on their phone plans so they could instead spend it on the things they loved most. That's Genius.
METRO BY T-MOBILE
360 AD CAMPAIGN / SOCIAL / DIGITAL / OOH / PRE-ROLL
EXPERIENTIAL ACTIVATION / INFLUENCER MARKETING
A rebrand initiative and 360 ad campaign was created for MetroPCS' new rebrand launch to Metro by T-Mobile. Keegan-Michael Key kicked off the launch at Grand Central Station in New York City with a press-release, live experiential activation and social media content. He was showcased as the “First Metro by T-Mobile Customer” -- Additional creative was made for the "That's Genius" portion of the campaign, which included the use of talking animal characters and partnerships with Google, Apple, Samsung, and Amazon.
Agency: LERMA
ECD: Aldo Quevedo, Pete Lerma
Creative Director: Victor Garcia-Hoz, Rodrigo Maycotte
Sr. CW: Matt Villanueva, Carlos Castro
Sr. AD: Mike Lopez, Lucho Sanchez
AD: Ruth Lovati, Filiberto Cervantes, Carlos Tourne
CW: Eliza Stout, Maddie Glenski
Video Editor: Paolo Linares
Brand Mngt: Salma Gottfried, Paloma Fuentes, Deshaun Artis
Strategy: Brandon Winerdi, Joe Cole, Daniel Martinez, Michael Jones
Planning: Shannon Dunbar-Rubio
My Role: Brand Creative & Sr. Art Director
REBRAND IDENTITY EXPLORATION
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OLD IDENTITY
HELVETICA NEUE LT BOLD [Headline]
Helvetica Neue LT Reg [Body]
NEW IDENTITY
TT NORMS BOLD [Headline]
TT Norms Regular [Body]
NEW ELEMENTS
NEW REBRAND GUIDELINES
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UPDATED FACEBOOK BRANDING
OLD FACEBOOK BRANDING
OLD INSTAGRAM GRID
UPDATED INSTAGRAM GRID
LAUNCH ACTIVATION
Leading up to the new rebrand launch, we wanted to make a splash with social media influencers and celebrity endorsements. We revealed the lead commercial which showcased the new Metro by T-Mobile brand at the activation, as well as made it live online. The activation took place at Grand Central Station in New York, and had Amazon, Google, and T-Mobile partners present to show some of their new products which would be available through Metro by T-Mobile. Content was created from the activation and cross-promoted on social.
NATIONAL TV LAUNCH COMMERCIAL
LAUNCH CONTENT
LAUNCH SOCIAL PERFORMANCE
SOCIAL
Metro was previously utilizing static images and repurposed tv spots for most of its social presence. Video content was seeing more engagement and CTR, so we created simplistic animation styled videos to use for paid and organic social ads. Statics were then used for more organic storytelling and brand lift content.
EVERGREEN STATIC & VIDEO
PROMO
AMAZON & GOOGLE PARTNERSHIPS
LG & SAMSUNG PARTNERSHIPS
APPLE PARTNERSHIP
DIGITAL DISPLAY
Numerous digital display ad units like the ones below were created to further push promotions. Along with static units, html animation versions were created in the same style as the social creative above. We wanted a consistent look and feel across all platforms, so maintaining the same simplistic approach was key both in display and social.
BROADCAST TV & PRE-ROLL COMMERCIAL
PRE-ROLL & NATIONAL TV COMMERCIAL "BEARS"
PRE-ROLL COMMERCIAL "BOGO HOLIDAY"
