The Project
When T-Mobile returned to the Las Vegas Grand Prix as a second-year sponsor, the mandate was clear: go bigger. As creative director, I led the creative vision across a full week of activations that blanketed the Strip — from the expanded Club Magenta structure at Sphere (our largest build at LVGP yet) to the Signature Store, where a Lando Norris appearance drew 300 fans in under an hour. The Pit Lane Switch gave everyday consumers multiple touchpoints to engage with the brand throughout race week, while a custom merch collab with Quadrant generated the kind of FOMO that money can't buy. The CEO Program brought Fortune 500 power players from NVIDIA, Amazon, McDonald's, and beyond into the fold, with celebrity talent and athlete appearances rounding out the hospitality. Zedd, MGK, and T-Pain headlined the stage. Vegas showed up — and so did Magenta.
My Role
Creative Director
collaborators
Art directors: Juli Isman, Rachel Roth, Carolyn Lee • render artist: Patricio Andrade • Fabrication: 218
