Flywheel work

Our goal was to drive store traffic and gross adds by reintroducing Cricket into the market through bold, neighborhood relevant creative, touting the AT&T network. Based off our TA research, we scaled back the use of our characters in the beginning and brought in lifestyle to reflect the energy of the city, and used character sparingly or blended into the images to signify ‘we’re in your city’. We sourced as much stock as we could, and where it fell short we supplemented with AI. We created this campaign simultaneously with a market relaunch in Detroit, but because I owned NYC and my partner owned Detroit, that is why just NYC is featured.