CRICKET WIRELESS
TPN COMMERCE
ADVERTISING DESIGN
TPN is an Omnicom Commerce Agency that specializes in crafting innovative commerce experiences that align humans, brand, and business. With strong partnerships, including Cricket Wireless, TPN fosters collaboration and drives business growth by removing friction and inspiring innovation at every touchpoint.
ROLE
ART DIRECTOR
TIMELINE
JUNE 2022 — PRESENT
CLIENT
CRICKET WIRELESS
ART DIRECTOR RESPONSIBILITIES
Receive direction from an Associate Creative Director while partnering with copywriters to translate client needs into visually compelling designs based on strategy and marketing objectives. Enhance skill in building quality electronic files for presentation, print prepress, and digital applications. Work under tight deadlines to ensure creative solutions and deliverables interpret brand standards, templates, and guidelines effectively.
Cricket Wireless currently serves over 10 million people throughout the country, and while they’re a very diverse group, they have one thing in common: they’re smart, but stressed. They want a wireless provider that makes their lives easier and puts them first. Thus, the brand provides an easy, high-quality and affordable wireless experience.
When talking to customers about what they have to offer, Cricket Wireless goes in depth on exactly how to help them stress less and smile more. However, it wouldn't be Cricket Wireless without the charming characters. Designed to delight audiences, the characters help tell the story, every step of the way.
CLIENT BACKGROUND & AUDIENCE
PROJECT TYPE
CE+ — ATTRACT LOOP REDESIGN
IN-MARKET
NOVEMBER 2024
Storyboard
THE EXECUTION
Collaborated with the in-house animation team to interrupt Cricket's "sea of sameness" through rotating gradient backgrounds and dynamic characters. The storyboard and animation above is just one of 28 device attract loops created.
This attract loop redesign led to a 47% YoY increase in Cricket Explore+ sessions.
THE ASK
Redesign and develop a new structure, flow, and animation for the Cricket Explore+ attract loop. Prompted to simplify device identification, ease navigation, and encourage device purchase, all while engaging customers through disruptive visuals.
PROJECT TYPE
PARTNERSHIP — MOTOROLA
IN-MARKET
AUGUST 2024
THE ASK
Partner with Motorola for the launch of the Motorola Razr 2024. Hero both the orange and grey flip phones on Cricket’s SEG, Hero Table and 3-Panel Marquee during the fall 2024 refresh. Drive home Motorola’s confident and cut-through-clutter branding while maintaining Cricket's brand identity through key visuals.
THE EXECUTION
Crafted each element to showcase a variety of phone folding use cases. Effectively designed disruptive creative through use of darker colors and hierarchy that immediately draws attention upon store entry. Successfully met the client's expectations of incorporating the "boldness of Motorola with hints of Cricket."
Hero Table
SEG (Silicone Edge Graphic)
SEG (Silicone Edge Graphic)
3-Panel Marquee
BAU (Business As Usual) Store
PROJECT TYPE
STORE KIT REFRESH — TAX
IN-MARKET
JANUARY 2024
THE ASK
Update all Cricket store maps with the approved annual Tax Time creative toolkit. Instructed to be purposeful in designing, ensuring the visuals remain recognizable and the messages are still received accurately by customers.
THE EXECUTION
Elected to use yellow backgrounds for the maps to trigger vibrance and contrast against the common use of green in Cricket stores. Considered how customers scan content and focused on creating harmonious layouts.
PROJECT TYPE
PARTNERSHIP — MAX
IN-MARKET
JULY 2023
THE ASK
Partner with Max to display 30-second synchronized video content on all store devices in promotion of Shark Week 2023. Highlight the perks of subscribing to Max with Cricket's $60/mo. plan. Creatively break through the noise of the pulse period while still adhering to Cricket branding.
Storyboard
THE EXECUTION
Ideated creative concepts, designed a sequence of frames, and worked with the in-office animation team under tight deadlines. Leaned into the fun, quirky tone of Cricket and transformed their lovable character, Miles, into a shark circling his fin in water to captivate consumer attention.
I am proud to share that this Cricket x Max takeover moment won a Silver Telly Award in the Campaign-Products & Services category.
PROJECT TYPE
LARGE FORMAT GRAPHIC
IN-MARKET
JUNE 2023
Intentionally designed a grid layout to avoid cutting off any design by the window mullions. Showcased a high level view of the Cricket brand through evergreen imagery and messaging. Placed Cricket characters at San Francisco landmarks in an effort to appeal to local customers.
THE EXECUTION
Build a custom large format graphic covering one third of the storefront window at Cricket’s Irving St. location in San Francisco. Incorporate messaging written in Mandarin to make the store feel like an organic part of the Sunset neighborhood.
