Making Mint Mobile's paid social feel...Minty

Mint Mobile built the brand on witty, value forward marketing — the kind of voice that makes a low cost carrier feel like the fun one. The paid social had to carry that personality into an environment built for doom scrolling and skipping a feed full of ads that all read the same. The work had to sell the price, launch new products like the 5G home internet bundle, and keep the thumb from scrolling past.

THE DIRECTION

The guiding idea was making value feel like a brand moment, not a discount ad. Every carousel had to deliver the offer in the first frame and still feel like Mint.

I built the paid social system around illustration and Mint's brand character, leaning on bold display type, punchy color blocks, and carousel frames that gave the viewer a reason to keep going. The first slide did the conversion work (the offer, the price, the 3 Months of Unlimited Premium Wireless, $15/mo) and the supporting slides turned the claim into a short story: fast 5G speeds, unlimited talk/text/data, lowest rate while you can. The Mint character moved through the frames like a narrator, giving each panel a personality.

New product launches like the Unf! Your Bills Bundle got the same treatment with louder type and tighter copy. I art directed the junior and mid-level designers through the extensions across offers, sizes, and channels — holding the system tight while the queue kept moving.

THE REACH

The creative drove paid social sales and gave Mint a look on feed that didn't get passed up. The client loved the ads that sold the price and still read as a unified brand, something the competition has a hard time pulling off.