Overview

Luke Combs’ middle name might as well be Magenta, since he embodies so much of what T-Mobile stands for. He literally oozes the UnCarrier Spirit. Luke has a heart of gold and radiates synergy with every line he sings. With an unmatched energy and a genuine knack for bringing people together, Luke Combs gives his all to his fans just like T-Mobile gives their all to their customers.

_________________________________

Role
Executive Creative Director
_________________________________

Project
T-Mobile x Luke Combs Tour Concourse Activations
_________________________________

Client
T-Mobile
_________________________________

Agency
160over90
_________________________________

Objective
With endless 5G coverage and the perfect perks year round, its clear T-Mobile understands their customers like Luke Combs recognizes his audience. Therefore our aspirations were crystal, amplify the synergy between T-Mobile and Luke Combs in the form of an exclusive concourse experience at key stops on the Middle of Somewhere tour for select T-Mobile customers.

To bring these activations to life we created a Magenta Connection Bench with circuits that are completed as people sitting on the bench touch, triggering a show that lights up the current name of the city Luke is performing at. The look and feel of this activation reflects Luke’s rugged aesthetic nodding to his belief in self expression. We continued the Luke Combsesque vibe with reclaimed wooden fixtures to support give aways like swag bags, wooden shades and T-Mobile x Luke Combs personalization pins.