The U.S. wireless market is dominated by faceless giants and predatory pricing. The goal for Mint Mobile wasn't just to compete; it was to subtly dismantle the competition with a smirk. Working within the Full-bars in-house creative agency, and in close partnership with our social strategists and copywriters, I served as the art director, conceptor, and designer for an ongoing organic content strategy with two distinct objectives: to engage in a direct, humorous "Us vs. Big Wireless" narrative, and to foster a lighthearted brand culture through dedicated "Mint LOL" content. This dual approach allowed us to deliver sharp jabs while simultaneously building a beloved brand identity through raw humor and relatable pain points.
F*! Big Wireless
Holidays but make it Minty
Short-form Video
Mint LOL
