Fat Wallet Saver

Fat Wallet Syndrome – A Social Concept With a Real Medical Insight


The Insight
We discovered something both hilarious and true: “Fat Wallet Syndrome” is a real medical condition.

When someone keeps an overstuffed wallet in one back pocket, the uneven pressure can misalign the spine — causing pain, numbness, and long-term issues.

A problem caused by… carrying too much cash.

For a low-cost wireless brand, the irony was too good to pass up.

If switching to Mint Mobile saves customers money, and saving money can literally hurt your back, then we needed a solution.

The Idea
Introduce the Fat Wallet Saver — a tongue-in-cheek “medical” pouch designed to even out your pockets if your wallet is too thick from saving with Mint. Enter: the Fat Wallet Saver.

We created a premium, highly produced social video that treated this ridiculous invention with extreme seriousness by producing an inspired infomercial with "Shark Tank meets QVC” energy.

My Role
1. Partnered with our Strategist and Head of Social, Allison Solberg, to bring the Fat Wallet Saver to Mint followers and partner with Junior Copywriter, and my direct report, Daniel Mariscal to bring the concept to life.

Together, we helped turn the medical insight into a fully formed creative idea that worked across social, PR, and brand channels.

2. Script Supervision + Creative Direction

The original script was written by my direct report. I provided creative direction and script notes and partnered with Breakfast for Dinner to make sure they could translate the script with our initial vision to life into a fully fledged Mintfomercial by strengthening comedic pacing, ensuring brand voice consistency and fine-tuning the messaging to set up the joke and the product reveal.


3. Production Oversight with Breakfast for Dinner

I partnered directly with the production agency to walk through the narrative intention behind each beat, clarify the tone and ensure character casting fit the humor, and supervise how visual gags supported (not undercut) the writing.


4. PR Copywriting

I also contributed to writing and polishing the copy used for press materials, and oversaw the production of packaging materials to ensure all went with our pseudo-serious medical approach.

Result
Outlets immediately understood the joke and the insight, making the campaign more shareable and earned some free press from Campaign and Cord Cutter News.

Impact
The result was a highly produced hero video that stood out in Mint Mobile’s social lineup and positive PR pickup driven by the medical insight + comedic execution. Strengthened relationship with production partners due to clear creative direction and alignment.

To watch the final product, click on the video below.