T-MOBILE
LINE & CO-PRODUCER
Format: Social Media Campaign // "Friday Night 5G Lights" (2024)
Director: Johan T. Anderson
Production: Wild / Factory, Dentsu Creative
Featuring: Rob Gronkowski (NFL Legend), Jalen Milroe (Alabama QB), Brady Stober (Local Standout)
Milestones: Over 1,700 school applications and millions of global fan votes, securing a $2 million infrastructure upgrade for small-town America.
Campaign Overview: To launch T-Mobile's "Friday Night 5G Lights" initiative, in a massive national contest designed to fund local high school football programs, this highly collaborative social campaign captured authentic community spirit on a rapid production timeline. Filmed on location at Hickory High School, the unit centers on four-time Super Bowl champion Rob Gronkowski connecting with star college quarterback Jalen Milroe and local standout Brady Stober. By blending high-energy, on-field performance with an organic bleacher interview, the campaign successfully transformed grassroots school pride into huge national engagement, ultimately driving millions of votes and securing state-of-the-art facility upgrades for rural communities.
T-Mobile Newsroom
T‑Mobile Powers Up Friday Night Lights to Give One Small Town a $2 Million High School Football Field Makeover