CRICKET WIRELESS

While other carriers leaned on sentimental spots or price wars, Cricket Wireless turned its 99% network coverage into something tangible and wrapped real people in Cricket-branded paper. The Gift of Coverage marked the brand’s first live-action campaign, trading animation for humor and human connection.

Role: Art Director // Concept Development, Wrapping Paper Design, Film & Photography Direction Support

The campaign drove record holiday awareness for Cricket and established a new live-action tone for the brand. What began as a wrapping-paper gag became a visual shorthand for coverage that audiences actually remembered.

Director: Jorma Taccone