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When it comes to crafting creative, brands can get too focused on the product and forget to include the creativity: the stuff that evokes some sort of emotion. T-Mobile’s long-running partnership with comedic actors Donald Faison and Zack Braff has elevated that brief into beloved campaigns that have gone all the way to the Super Bowl.
This year at Brandweek, Adweek’s senior TV reporter Mollie Cahillane sat down with Faison and Braff, alongside Brian Klugman of Panay Films and T-Mobile’s president of marketing, strategy and products Mike Katz to discuss their creative process and redefining how campaigns are made.
Listen to all of your creatives
Instead of cold briefs passed across a table to agency middlemen, many of T-Mobile’s ideas and concepts come about through initial thoughts and collaborating directly with its talent.
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