The Challenge
Customers already know Mint saves them money. The challenge was making that message feel new again while clearly attacking Big Wireless, without relying on traditional price comparisons or predictable promo creative.
The Idea
Mint doesn’t just help customers financially. It helps them ergonomically. When you switch from Big Wireless to Mint, your wallet gets fat with savings, leading to a very real problem: Fat Wallet Syndrome. We built a deadpan, retro clinical world around this absurd premise and positioned Mint as the cure.
The tone was intentionally self-serious, visually nostalgic, and fully aware of the joke. Big Wireless creates the problem. Mint Mobile provides the cure.
My Role
Led concept ideation and development, designed the Fat Wallet Saver product, and created the end-to-end packaging system, including customer mailers and premium influencer kits, bringing the campaign idea into a fully realized physical brand experience.
Video + Narrative System
We partnered with a chiropractor influencer who acted as the campaign’s clinical authority, explaining the back pain caused by sitting on an overstuffed wallet. An overly dramatic narrator guided viewers through the “epidemic” and Mint’s solution, reinforcing the clinical spoof through language, pacing, and graphic treatments inspired by prescription drug advertising.
Product Design: The Fat Wallet Saver (is very real)
The Fat Wallet Saver was designed as a simple, tangible counterweight that made the idea feel legitimate enough to purchase while staying unmistakably Mint. The product bridged the gap between joke and utility, turning a conceptual insight into something customers could actually hold.
Customer Packaging: Prescription Bag Mailers
For customers who ordered online, we designed mailers inspired by classic pharmacy prescription bags. The goal was to make the unboxing feel like receiving a real prescription, complete with clinical labeling, structured layouts, and deadpan copy that reinforced the narrative from the video.
Influencer Packaging: Premium RX Bottle Kit
For influencers, we elevated the experience with a premium kit designed to resemble an oversized RX pill bottle. This version amplified the idea visually, made the product feel collectible, and ensured the concept read instantly on camera while staying consistent with the broader prescription system.
Fat Wallet Custom Mailer Packaging
Outcome
Fat Wallet Syndrome became a fully realized brand moment that lived across video, product, and physical packaging. By turning Mint’s savings into a tangible “problem” and solution, the campaign delivered a fresh, humorous way to attack Big Wireless while reinforcing Mint Mobile’s value in a way customers could literally take home.
Fat Wallet Mailer Insert
Fat Wallet Custom Mailer
ADDITIONAL CREDITS:
Mint Mobile Full Bars, Ashley Burnett - Copyrighter, Daniel Mariscal - Copyrighter, Maiya - Bag Design, Stacy Popp - Account Management
Video Production: Breakfast for Dinner
