Remember to have fun

At the end of the day, marketing is about creating content that’s enjoyable. If the creative team isn’t enjoying themselves, that can come out in the campaign, spot or concept as a whole.

“We don’t want to take ourselves too seriously,” said Katz on creating concepts and ideas with the actors and rest of the creative team. Katz highlighted how Braff and Faison knew what the goal was and understood the company’s tone, voice and mission. It was all that T-Mobile needed to know, so balancing its goal while allowing them the freedom to be creative wasn’t difficult. “It gives us that trust because they understand our strategy, because they are seeing our brand as an entertainer,” Katz continued.

At the end of the day, if your creative partners understand your brand, there’s less of a need to be strict on what’s needed.