T-Mobile x MLB, Times Square Store Takeover

event details

  • Event: MLB Times Square Store Takeover

  • Client: T-Mobile

  • Date: April 25, 2025 - present (semi-permanent)

  • Venue: T-Mobile Times Square Flagship

  • Touch Points:

    - Floor to ceiling branding, including vinyl floor & wrapped windows

    - AR custom MLB baseball card generator

    - MLB teams display, including official merchandise

role & responsibilities

  • Role: Lead Producer (NRG Agency)

  • Responsibilities:

    - Creative strategy & ideation

    - Budget creation, upkeep & reconciliation

    - Contractual & permit negotiation/procurement

    - Creative development and production

    - Fabrication & A/V coordination & install

    - Floor plan & guest flow planning

    - Pre-production & onsite staffing

key takeaways

  • Concepted, produced, & installed a six-month self-sustaining brand activation in one of America’s highest-traffic spaces

  • Oversaw custom digital UX development, fully tailored to the campaign’s creative & engagement goals

  • Directed an overnight multi-vendor installation, ensuring flawless launch under strict municipal & brand guidelines

  • Led cross-brand creative development & coordination, delivering a cohesive, high-impact experiential environment

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