“TikTok is such a place of self-expression, so it felt natural for us to support creators in such a personal and important moment”

– Peter Deluca, Chief Creative Officer, T-Mobile

Long a corporate supporter of Pride initiatives, this year T-Mobile sponsored the TikTok Pride Hub, working with a diverse group of creators to showcase its “Be You” mantra, which encourages employees to bring their true selves to work. Designer and former “Project Runway” contestant Gunnar Deatherage created a Pride dress, walking his 1.3 million followers through fabric selection, pattern creation, sewing, pressing, and the reveal. “What I love is that with TikTok, you have the potential to reach audiences you couldn’t even pay for before the app existed,” Deatherage says. “When an item is popular or happens to become a fad, millions of people can see it, and those views do drive sales. It’s absolutely wild how the power of a view can be transitioned into a legitimate sale.” The customized brand integration built on T-Mobile’s internal momentum on inclusivity to showcase a forward-looking vision. “We’ve supported Pride and the LGBTQIA community for as long as I can remember," Deluca says, "and while we have that authentic connection, we’re a company. So instead of talking about ourselves, we focused on giving more room and amplification to the people within the community."

"I like to think my ads don’t feel so much like an ad. I always use the sponsor’s service or product to create my art, and in that way, it doesn’t scream ad, but allows the viewer to envelop themselves in my process with as little interruption as possible."

– Gunnar Deatherage

Q&A with Peter Deluca,

Chief Creative Officer, T-Mobile. What drew you to the platform?

The vast number of people and the potential eyeballs you can engage with as a brand.

What were your favorite comments on the campaign?

I loved seeing people respond to Gunnar with so much love and appreciation. Someone described the dress as “Joseph and the Amazing Technicolor Dreamdress.”

What is your favorite example of an ad you've seen on TikTok that didn't feel like an ad?

The ads that feel the most natural to the platform—where the content isn’t repurposed from other creative. It should be built specifically for TikTok.

What made this campaign different from others you've launched?

This one felt personal and specific. It’s so important because it’s who we are at the core of our brand. We pride ourselves on encouraging our employees to come to work as themselves, their whole selves, every day.

What was TikTok’s impact on your brand?

The goal of this campaign was to positively position the brand amongst the community through a voice that resonates with them and is authentic. Our goal was awareness that we care—and I think we achieved that.

"Instead of talking about ourselves, we focused on giving more room and amplification to the people within the community."

– Peter Deluca, Chief Creative Officer, T-Mobile