lindsay daniels design | T-Mobile Sidekick | Process
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BEHIND THE SCENES | THE BATTLE

Director, Paul Hunter challenged the dancers to a “battle” where the winner got to open the T-Mobile Sidekick commercial. This technique honed in on a natural way for the dancers to bring out their best moves. To this day, this was one of the most fun shoots to be on!

CONCEPT ORIGINS

The iconic flip of the Sidekick phone was the origin of the idea to use movement as a metaphor. Here are 2 frames from the original boards that were sold to the marketing team at T-Mobile headquarters. In addition to using form and movement as a metaphor we also used groups of dancers moving as one to show being connected with social apps built into the phone.

CAMPAIGN ELEMENTS