T-Mobile

Times Square Store Launch

Leading the Motion & Video arm of the Publicis Groupe Emerging Experiences team (now Publicis Experiential), I was part of a select group that pitched and won the holistic design and launch of T-Mobile's Times Square store.

Essentially a glass building made of screens, my motion design and thinking suffused the pitch and defined the broader undertaking. When it came time to outfit the dozens of screens, from exterior billboards to display phones, I art directed and led the development of a unified design and motion style and animated many assets myself.

A project reel I pieced together and edited after the store's completion

Key asset from the winning pitch deck

A winning element of our pitch was the idea of synchronized screen content flowing from:

⇢ Exterior billboards
↳ Interior billboards
↳ Interior walls
↳ Attract loops
↳ Interactive walls
⇢ Display tablets & phones

Working closely with a team of creative technologists, architects, and a mix of internal and contract designers and animators, I created top-down principals, mining T-Mobile's digital and broadcast style guides, to define motion design, typographic treatments, and inform interactive in a way that elements would feel married, even when asynchronous.

10' Interactive attract loop

10' Interior billboard

Sets of unified animated assets stretched across screens and architectural features

Designing to engineering specs, my team created a wide variety of launch assets:

⇢ 3 Months from concept through delivery
⇢ 50+ Environmental Loops
⇢ 20+ Interactive Experience Attract Loops
⇢ 10+ Exterior Billboard Loops
⇢ 20+ LED Sequences

195" interactive wall (animated by me)

The T-Mobile Times Square store was a defining moment in the company's development of a physical footprint in the US market. My work, and the work of my team, set a standard and tone that guided motion design and video assets for subsequent new and refreshed flagship stores across the US, Europe, and Asia for several years.

Role: Motion Director
Agency: Publicis Sapient
Client: T-Mobile