The mobile device release cycle is relentless, with new launches every quarter. As a network, it’s crucial for Three to leave its mark on each device, forging a strong connection with both existing and potential users.

Taking on a hybrid role of strategist, planner, and creative director, I work closely with stakeholders to develop briefs that blend device USPs with manufacturers' strategic approaches, while seamlessly integrating Three’s brand and social strategy.

With tight turnarounds and budgets, the goal is to create content that resonates with communities and subcultures, ensuring the device’s unique features are not just seen, but felt. This brings Three’s "Life Needs a Big Network" positioning to life, reinforcing the sense of belonging within our network.

The output is a blend of organic and paid content, with creators authentically showcasing the benefits of each device—speaking directly to their communities while demonstrating the advantages of using it on Three’s network.

Below are some examples.