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T-Mobile 5G Pop-In Gaming Experience

ROLE: Creative director

Sizzle reel demonstrating the T-Mobile 5g Pop-In Gaming Experience

Challenge

Showcase the superior capabilities of T-Mobile’s 5G network for gaming in an engaging and immersive interactive experience within its retail space.

Pop-In Build Sequence
Ring Concept Collage

Approach

After working through moodboards to create three distinct concepts, we landed on this approach that I had proposed, leveraging the rings used in gameplay as a way of boosting players’ speed. Starting at the store's entrance, this graphic device served as a way of enticing customers back to the pop-in space.

 

To help sell the original concept, and achieve sign-off on production as we iterated toward the final design, I presented multiple decks to the client that included:

  • Insitu mockups

  • Storyboards of the attract loop and event-triggered messaging on the walls and floor

  • Motion Studies

  • Sound design

Results

I worked closely with the technical team and fabricators to make sure there would be a seamless experience for projections and interaction. In our storyboards, we were very specific in highlighting which items were physical, projected, or on-screen content. For the projection alignment, our creative team collaborated with the technical team, working through several scenarios to help optimize the experience so that that messaging and effects would appear seamless around the gameplay screens. 

 

I also collaborated with our lead copywriter and the game developers to define moments in the game that would trigger messaging. I put together a document highlighting which events would trigger various projected messages and effects.

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In addition to creative direction and feedback, I provided multi-frame animatics to our motion designers to help demonstrate the desired motion for projected type and effects.

Build sequence: printed items, projected content, and gameplay

Additional Pop-In Content

In addition to the 5G Gaming Experience, I was also the creative director on a holiday giving tree experience. This video is a general overview of how the T-Mobile team would build Pop-In experiences, with further details on how the motion sensors and projections work.

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