T-Mobile's brand is brash - a renegade in the staid world of wireless. We wanted to bring this uprising to life in their Times Square flagship store, using the raw immediacy of spray painted stencil art to signal that the wireless rebellion is underway.
The original stencil was hand-cut and spray painted.
We then combined the stencil flag artwork with specially-treated lifestyle photography from T-Mobile's library to create an iconic image of the Wireless Revolution.
The theme was then carried through T-Mobile's Times Square flagship store, from large format digital screens to printed collateral.