We were tasked with creating a film that showed how absurd customer service has become while at the same time ushering in T-Mobile’s new kind of customer service called Team of Experts. Originally this film was to be shown at an event unveiling TEX, but the reaction there was so overwhelming we decided to tell our story to a bigger audience.

Everyone has been on a nightmare customer service call. We wanted to capture the universal frustration and craziness of that experience, then cut it with a generous dose of laughs (at Rainn Wilson’s expense).

99% of customers say their customer service expectations are not met. 50% of US consumers actually switch companies because of poor customer service. 56% even report feeling rage when dealing with customer service. T-Mobile is known for addressing customer pain points and in their latest “Un-carrier move” they set their sights on poor customer service by introducing Team of Experts to our target audience of Verizon and AT&T customers fed up with bad customer service. This film needed to build awareness and buzz around the announcement of Team of Experts.

The video was streamed live from the launch event then shown online and above-the-line for two weeks. Other than TV it was shown on YouTube, Facebook, Instagram Stories and GIPHY.

The Gifs attracted a lot of attention, garnering 175 million views on GIPHY.