Go Fish

T-Mobile was sponsoring the 2018 Billboard Music Awards. The creative brief was bigger than a single show — it was a campaign platform built around a genuine insight: music connects us across generations, languages, and cultures. The hero was a one-minute TV spot that told that story at full scale. The client loved it. Buy-off didn't come in time to shoot before the BBMAs aired. Rather than lose the moment entirely, the platform pivoted into two broadcast executions that ran during the show. I art directed both.