With massive success on the west coast, Helio is looking to expand it’s coverage in the Northeast. Helio’s current tagline, “Don't call it a phone. Don't call us a phone company,” focused on what the mobile company is not.

Well, if it’s not a phone? what is it? I propose this new direction - focusing on all the expanded features Helio offers - beyond calls and text messaging. Through partnerships with strong existing brands like Myspace, Google Maps and You Tube the cell carrier will build loyalty among the youth market.

I highlighted these corporate partnerships, and the features that utilize their services, through short and clever taglines, with more detailed copy below. Each ad calls to mind a specific social situation, that in the past would have been impossible without the advent of the mobile phone / camera / video / internet / etc.

For the imagery I created youthful and energetic photo collages. The collage format allows for an entire story, or series of events, to be told in the confines of a double-spread print ad or billboard. In addition, the style attracts the attention of the under-thirty crowd. This visual stimulation, paired with the brand recognition of You Tube, Myspace and Google make for a successful campaign.