A HIGH-OCTANE LAUNCH
(and a team built for speed)
We just crossed the finish line on our latest T-Mobile Un-carrier launch event, aptly named “It’s about time” just ahead of the Formula 1 Grand Prix weekend in Las Vegas. We produced this on a speed and scale that rivals an F1 race, and was truly all gas, all the way. T-Mobile had some huge announcements that needed some major engine power to launch to the world.
F1 Entrance Experience
In just under five weeks, and alongside our clients on the T-Mobile Events team and T-Studios team, we transformed a ballroom at the ARIA resort into entirely immersive F1 garage, racing keynote environment, and club venue for an electric mix of media and influencers.
Our T-Mobile F1 garage entrance experience contained a fully-custom McLaren F1 car enshrouded in lightning fast motion graphics, fridges full of energy drinks, a live DJ performance, and enough magenta power tools to make a pit crew jealous... and that was JUST the starting line.
Off to the Races
Our keynote environment was anything but. Massive magenta-paned garage doors dramatically raised to reveal a jaw-dropping branded fog portal, and attendees stopped in their tracks seeing a space designed to make them not only feel like they were at a race, but that they were in the middle of one. Not a conference seat to be seen here; we had grandstands and T-Mobile racing seats, fully-enveloped with more than 1,800 sq. ft. of LED surface. This was the perfect canvas for T-Mobile’s new CEO Srini Gopalan and President of Marketing, Strategy, and Products Mike Katz to share T-Mobile's industry-shaking plan to accelerate the carrier switching process for new customers to under 15-minutes.
An Electric Finish
As fast as a pit lane switch, the audience was swiftly whisked into a buzzing Club Magenta, where a whole world of high-energy surprises and experiences awaited them. Demo areas with the hottest new devices, larger than life photo ops, custom gifting stations, and unique food and smoky drinks delighted guests, set to the perfect DJ mix by Brandi Cyrus. To top it all off, T-Pain took the stage for a surprise performance and the crowd went wild - even Paris Hilton was in the groove and yes, Club Magenta was HOT.
We couldn't be more revved up on this incredible event and our longstanding partnership with T-Mobile. And of course we’re so proud of our dream team that’s built for speed, racing through every single detail in a nearly impossible time frame to bring this to life.
Photography by Ryan Brien.
