T-Mobile
UNLEASHED
Publicis came to us with a rough animatic and moodboard and challenged us to build an animation and design vernacular for their new branding. Challenge accepted. We called it “Unleashed”
Branding | Design | Directorial | Editorial | Motionography | Animation | VFX | Compositing | Color Correction
developing the new style for t-Mobile
Creative Direction: Bobby Hougham & Sevrin Daniels
Design team: Eric Edwards, Lena Lee
Animation Team: Eric Edwards, Lena Lee, Alan Llave, Tommy Hutcherson
Executive Producer: Kelly Green
Executive Creative Directors: Sevrin Daniels & Bobby Hougham
Agency: Publicis West
The Process
We were excited about the refreshing new creative and dove in head-first to help bring this punk inspired aesthetic to life. Loads of custom illustration and old-school poster techniques were applied to develop this look. We also cut up a ton of footage and photography to inject some spice or selective color.
A “no-VO” approach relied solely on visuals and on-screen graphics to tell our stories along with some good old punk inspired rock n roll for attitude and emotion.
The new T-Mobile brand and campaign was a thing of beauty and glory.
