LOCAL MARKET PHOTOGRAPHY
T-Mobile
In 2013, T-Mobile committed to changing the wireless industry for good. Wireless customers liked what they heard, and by 2017, the “Un-carrier” had become “The most loved brand in wireless.” With this, T-Mobile decided to move away from their angsty rule-breaking image and focus on customers. The new tagline, “Are you with us?” was a rallying cry—celebrating those who were passionate about the brand and encouraging others to join the fold.
In order to stay authentic, we proposed a photoshoot process using real people, friends and families, in their home towns. Our clients loved the idea and helped us enlist a Dallas-based store manager to be our star. As luck would have it, she had a family celebration coming up and invited us to shoot during the event. We brought props and music to keep the talent entertained and even surprised her son with a custom-designed big wheel. The core creative team shot everything with Canon DSLR cameras using only natural light. No big camera crews or heavy equipment required.
The shoot was a success and we spent the next two years refining the process. Every shoot was planned, produced and shot by agency employees (and sometimes clients)—built around the talent’s interests, family, friends and their cities. We inspired fun moments, shot honest reactions and left
the talent with memories they’ll never forget.
