A Father's Day tale

A Father's Day tale

Metro by T-Mobile created a special Father’s Day campaign honoring all the dads who teach their kids to believe they can.

The inspiring message was delivered by NBA star Jayson Tatum of the Boston Celtics reading a children’s book to his son, Deuce. The book, I Believe I Can by actress and activist Grace Byers, is an affirmation for boys and girls of every background to love and believe in themselves.

The work was produced remotely in only 48 hours. Jason’s mother, Brandy Cole-Barnes, shot the entire video on her iPhone 11 while taking direction from the creative team through a Zoom call. “Empowerment and equality are incredibly potent and relevant themes for these difficult times,” said Conill Executive Creative Director Gustavo Sarkis. “The fact that Jason’s mom was so intricately involved in the process made the work that much more authentic. It was a true family affair and it felt absolutely perfect.”


back to work