T-Mobile

Times Square Store Launch

As lead for Motion and Video within 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 flagship Times Square store.

In essence a glass structure wrapped in digital surfaces, the project demanded a motion-first approach from the outset. My concept development and motion design work became central to the pitch, helping define the vision for the broader experience and how the brand would come to life across the environment.

Once awarded, I led the development of a unified motion and visual language spanning dozens of digital touchpoints—from massive exterior displays to in-store screens and device experiences.

My project reel

I art directed the creative effort, established the system’s design principles, and personally animated many of the flagship assets, ensuring a cohesive brand experience at every scale.

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 creative technologists, architects, and a multidisciplinary team of internal and external designers and animators, I developed a set of foundational design principles that unified the experience from the top down. Drawing from T-Mobile’s digital and broadcast brand systems, I established motion behaviors, typographic treatments, and interaction patterns designed to create a cohesive visual language across the environment—ensuring every element felt connected and intentional, even when distributed across different screens, scales, and asynchronous experiences.

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

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