Watershed is a 3 day music festival, held in the Gorge Amphitheater in Washington State, featuring a range of some of the biggest artists/musicians in country music.
Here I assisted in some of the wrappings for guitars as part of decor we had for my team and I’s branded activation for T-Mobile. Simply keeping the guitars as white and black, with a horse and cowboy decal on the side, along with the T-Digit x Watershed lockup.
Take a look at the overall activation my team and I designed, and some different POVs on where these guitars resided.
Tools Used: Adobe Illustrator CC
One of the fun and creative ways T-Mobile connects its brand to the event or artist they’re sponsoring is by slightly altering their T-Digit icon to connect to the theme of the event. Now at the start of my team beginning creative on Sabrina Carpenter, there wasn’t a new concept of their T-Digit provided by T-Mobile for us to use. So, I took it upon myself to try and come up with a fun one for us to use and present it to the T-Mobile team to see if they’d be open to the thought of it. Turns out they were! By going with the lipstick stains on either side of their ’T’ we all agreed it truly correlated with Sabrina’s brand, and felt unique to our activation. T-Mobile felt this would be a great idea to move forward with on creative, and so we continued using it throughout designs.
Here you can see where this T-Digit lived on various spots on our truck experience. Some of these spots include on the lower front and side panels of the truck. This was also used throughout all creative (signage, digital assets, giveaways, etc.)
See our activation also be featured on People!
https://people.com/sabrina-carpenter-arrests-margaret-qualley-los-angeles-show-jack-antonoff-8747887
Tools Used: Adobe Illustrator CC
As part of our Sabrina Carpenter Sweet Spot Truck for T-Mobile’s partnership with the renowned artist, an exclusive giveaway I was assigned in designing were posters. Sabrina Carpenter has a very unique brand that resembles a vintage-like feminine aesthetic, so I wanted to keep that consistent within the overall design. Incorporated here were also some of her iconic song lyrics, her tour IP, branded candy hearts that my team had developed for our usage, and other elements. Since our Sweet Spot truck activation revolved around sweet treats as well as promoting Sabrina’s Short and Sweet Tour, this was something I really wanted to keep in mind and have fun with throughout the posters.
Each city also had their own unique name to the posters too, so that fans from these different cities were able to have that direct correlation. Fans within New York City received a poster with New York on it, fans in Los Angeles got one with Los Angeles, so on and so forth.
Now towards the end of our rounds, it turned out that Sabrina’s team wanted us to have her AdMat as the primary visual, so below you can see the final selected design, along with some of my previous iterations.
We were even featured in Elite Daily! See below:
https://www.elitedaily.com/lifestyle/sabrina-carpenter-short-n-sweet-pop-up-merch-truck-guide
Tools Used: Adobe Illustrator CC, Adobe InDesign CC and Adobe Photoshop CC
To ensure that the message got around in various markets that our Sweet Spot Truck activation was making its way around, I assisted in developing digital billboards to be displayed to get the word out. These locations included train station platforms, bus stops, terminals, etc. Basically anywhere where a lot of foot traffic was known to be present, as that would ensure more people would see our messaging, and to come check out our T-Mobile x Sabrina Carpenter experience.
Key elements included date, time and location for fans to know where to view the truck in their respective city, as well as imagery of our sweet truck, and Sabrina Carpenter. These helped to drive awareness, and within major cities such as Seattle, Los Angeles, and Chicago, just to name a few. Here you can see some of the OOH pieces I created for Seattle, and where they resided.
Tools Used: Adobe Illustrator CC
Often times there come events where I’m asked to help ideate digital invites for VIP guests or members of these events. Here are some digital invites I have done so far at CAA, for events such as The Sports Illustrated Swimsuit Issue’s 60th Anniversary event, and for Lainey Wilson Country’s Cool Again Tour Activation with T-Mobile.
Really focusing on the structure of type and formatting of additional elements was important for me to consider here, especially being legible on a mobile device.
Tools Used: Adobe Photoshop CC
Often times on the entertainment side of working under the T-Mobile account, there are requests for creative that come through AEG and Live Nation to promote T-Mobile perks and messaging in their respective music halls/venues. Here I was tasked with creating posters that would live alongside other promotional music posters in venues, to promote T-Mobile’s Magenta Status VIP perks, and how fans can access exclusive tickets and other benefits.
I decided to try and find a way to make these music posters feel unique to not only T-Mobile’s branding, but also the city locations that these posters live in. Thus, I went forward with developing primarily black and magenta based colored posters, with each of these them presenting an instrument that is commonly played at their respective venues, along with an “easter egg” that relates to a notable theme or icon of each city. For example, the chords on the guitar strings on the Brooklyn Steel posters actually resemble subway lines that run through that part of Brooklyn that the venue resides in. Similarly, the subway lines for the Music Hall of Williamsburg are on the guitar neck , or the cracked Liberty Bell in Philadelphia, as part of the saxophone. Each has a connection to music and the cities.
Tools Used: Adobe Illustrator CC
