I was responsible for creating the type direction for the campaign, for practical applications like the landing page and more flashy fare like the logotype. 

I began with plenty of sketching and iteration, leaning into a vintage-feeling serif that paid homage to brush lettering styles. This was eventually refined into the final calligraphic logotype. 

I also pursued many different treatments for the text speech bubble sub-head, created storyboards for animated social media posts, and designed the final backdrop for Santa’s “North Pole Office” Zoom background, amongst other backdrops and photoshoot elements. 








Thousands of children experienced the magic of Santa Claus (and got the gifts on their wishlist) during a year that was otherwise bereft of the experiences of childhood. 
– 2,059,138 organic impressions, 65,683 organic engagements across Twitter, Facebook and Instagram.

– 3 million people reached (Online coverage had a potential reach of 2,963,280 + Broadcast coverage had a potential audience of 368,204), with pick up from People, Fox News, and LifeHacker.

– Santa’s schedule filled up fast, with every daily slot taken in under 2 hours.

Social engagement exceeded T-Mobile’s 2020 cultural moment benchmarks:

 – Organic video view rates beat benchmark by 2x on Instagram and over 1x on Facebook generating 130K+ organic views and 1.2M+ organic impressions across platforms.

– CTR rose above benchmark by 1x on Facebook.



© 2025 Claire Tomkiw