Sprint

Print / Retail

Though I was an employee of Leo Burnett, I worked on the Sprint Retail team, which technically would have landed on the Arc Worldwide roster of clients had it not been for some contract conflict.

Regardless of that fact, half of my day-to-day role consisted of developing pithy headlines & concise blocks of copy for signage throughout Sprint stores (what you’ll see below). The other half was coming up with outside-the-box tentpole activations for seasonal pushes or new device launches (what I can share if you ask).

We continuously pitched these bigger ideas because A) our direct client loved them and B) we wanted more business.

Did they ever end up buying a single one? Of course not. Sprint was (and probably still is) amidst massive corporate chaos, which meant there was never any money to put towards the ideas they loved so much.

Sprint ended up killing the relationship with Leo/Arc and pulling all creative in-house in 2016 as a cost-cutting measure.

In-store window banners and stanchion posters for (what was then) a Sprint-exclusive partnership with the NBA.

Signage at the Sprint Spotlight table which touted a fast fashion friendship with Kate Spade.

The Sprint Spotlight table was themed, either to match a storewide promotion, or to push a grouping of like-minded devices and accessories. A “Fitness Resolution” New Year’s theme is seen here.

This Back to School promotion was storewide. We pitched two looks, and—like any good client—couldn’t decide which they liked best, so we ended up with a mix of both in stores.