NOBLE MOBILE

When Scott Galloway and Andrew Yang launched Noble Mobile, they called MIJO to help build the brand from zero to one. We started with a real tension: phone companies want people more hooked, while people increasingly want the opposite.

We talked to people and experts, built the brand around that truth, and created messaging that cut through the category bullshit: Touch Grass. Look Up. Put the phone down.

Then we pushed that point of view into culture. We turned the idea into something people could actually see, feel and participate in: wheatpasting, merch, stunts and a real-world party, OFFLINE, built around getting people off their phones and into the room. We partnered with Scott Galloway, Chelsea Handler, JWoww, Charlamagne tha God, Rich Roll and Adrian Wojnarowski, and built the launch across film, social, billboards, podcasts and live experiences. The result was a phone brand that did not behave like a phone brand.