The Project:
At Austin City Limits (ACL), T-Mobile created an immersive brand experience for customers and their guests through various on-site touchpoints, including Club Magenta, the T-Mobile Stage, and interactive activations across the festival grounds. Club Magenta served as an exclusive VIP space, offering shaded seating with views of a large digital screen streaming the festival and live football games, a private bar, premium bathrooms, and charging stations to keep guests connected to T-Mobile’s 5G network. Guests also enjoyed surprise moments with festival artists and creators.
Club Magenta attracted a total of 12,000 guests, including 7,400 T-Mobile customers, and distributed 3,500 giveaways. The talent and artist collaborations generated over 2.1 million impressions, 1.48 million video views, 113,000+ engagements, and 40 posts
My Role:
I led the creative direction for all elements of T-Mobile at Austin City Limits. I oversaw the creative team to ensure a cohesive look and feel across all touchpoints, designed guest flow, created 3D renderings, and curated furniture and decor and designed the floor plan. I also designed creative across various Club Magenta elements, oversaw the design of promotional materials, and directed interactive elements such as the claw machine and charging stations. Additionally, I collaborated with production teams and partners to ensure flawless execution in alignment with T-Mobile’s brand identity, delivering a seamless and engaging experience for all festivalgoers.
Agency:
CAA Brand Consulting
