.Monks LA
Copywriter - T-Mobile account
2025-2026
I was the copywriter on T-Mobile's 2026 social media playbook.
AKA the Holy Bible for how the brand posts about activations, collabs with influencers, and navigates brand partnerships. Basically, what T-Mobile's vibe is online. How we look and sound, down to the specific words we avoid using (starting with the word "vibe," actually).
And here are some things I made:
5G Internet + DoorDash
Your fastest move on moving day
T-Fiber (Gaming & Family)
Your world moves faster with fiber.
T-Satelite
Wherever the road takes you, if you can see the sky, you're connected.
The TikTok + ONE Creator Lab
2024
10 years of writing, directing, producing, and editing... Led me to this!
The ONE Creator Lab—a 20-week fellowship from TikTok, .Monks, Sid Lee, and David&Goliath—taught me to think strategically about social. Anticipate trends. Tailor content to each platform. And get the audience involved. Here's what I made in that program. I filmed and edited each campaign in two days.
Click to jump to a brand
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"Royal-T"
T-Mobile's free phone deal is a mic-drop offer. So, we launched an unexpected brand ambassador. A viral sensation people can root for. Because the internet loves an underdog. And ridiculousness.
Agency: .Monks
Copywriter: Troup Wood
Caption: it's #RoyalT yo check out my single. Also I'm single :( But I got a free phone when I switched to #T-Mobile, babyyyy
"T-Mobile Holiday Rom-Coms"
The holy trinity of cringe: Holiday rom-coms, awkward product placement, and AI fails. Combine them?? That's pure TikTok gold.
Caption: Should we turn this into a real movie? Who do we cast? Nothing says holiday romance like a free phone... Get yours in-store when you switch!
"Break Up With Soda"
Summer's coming, and your toxic soda isn't so sweet anymore. So, break up with soda and find a new fling with Olipop.
Agency: David&Goliath
Copywriters: Troup Wood and Beth Crosby
Caption: I'm ready for a long-term relaysh with the hottest soda of the summer. OLIPOP has everything your old, toxic soda doesn't. With 9 grams of fiber, this one’s a keeper!
Let us know the name of the soda you need to ghost in the comments!
#breakupwithsoda #OLIPOP
Caption: How are YOU dumping soda for your new boo, Olipop?
Tag us in your break-up video - the best each week gets the official Olipop Break-Up Kit to make your own rootbeer floats, mocktails, and more!
Use #breakupwithsoda #OLIPOP to enter.
"Art by Nature"
Allbirds' new slogan, "By Nature," highlights their natural materials. To humanize the brand's social feed, we're launching "Art by Nature," showcasing artists who draw inspiration from the natural world. Since 75% of TikTok users find new music through TikTok, and there are over five billion #art videos, we know this content taps into something powerful.
Writer/Director: Troup Wood
Agency: Sid Lee
"Bellissimo"
Remember when tennis legend Bjorn Berg and Tupac both wore FILA? Me neither. So, let's revitalize FILA with three unique social campaigns that engage viewers rather than push products.
Agency: Sid Lee
Creatives: Troup Wood & Jules Burchett
Editing: Troup Wood
"Choose Your Own Adventure"
People want to be part of a brand's story. So let's make them choose the adventure.
Shoppable Entertainment:
60% of Americans make purchases on social media. And when Walmart launched a shoppable TikTok series, brand awareness in their key demographic jumped 13%. So, all products in this FILA series will be shoppable on TikTok.
"FILA iRacing Team"
iRacing has 240K active gamers. And yet, no sportswear company has claimed that space. Yet.
"Bellissimo Gaming"
Esports athletes need sportswear. And with this "double it and pass it on," trend, gamers are clamoring for FILA gear.
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"Bold AF"
Fanta's bold taste inspires you to live boldly. So, the brand's new tagline is, "Bold AF." That means Bold As Fanta, of course.
CD: Marisa (Mars) Milisic - Google, Social Creative Lead
Copywriter: Troup Wood
Caption: Show us YOU being Bold AF using #BoldAF, and our pick each week gets a case of the boldest orange bubbly in your DMs!
"Authentic Roots"
These aren’t just any avocados—they’re from Mexico! They've journeyed from modest beginnings to become the star of countless Super Bowl spreads.
Instead of spending $7 million on a Super Bowl commercial, we're investing in the future. We're offering scholarships to 100 students who, like our avocados, have humble roots. We’ll invite TikTokers to share their family's story and explain what this scholarship would mean to them.
Agency: David&Goliath
Copywriters: Troup Wood & Alinne Fernandes
Caption: Instead of splurging on a Super Bowl ad, Avocados From Mexico is giving away $5M to 100 TikTokers.
Just post a TikTok sharing your family's roots and how this scholarship will help you grow.
Use #avocadosfrommexico. The 100 videos with the most likes by the end of the week win!
