PANDEMIC + GLOBAL PRODUCT LAUNCH + APPLE
How do you get hands-on with the new iPhone 12 when 2m social distancing was in full effect and Apple stores were all closed?
With most of Apple’s retail stores closed around the world, and everyone WFH glued to social, we showed up with something for people to do.
We wanted to give people that first ‘hands-on’ experience of walking into an Apple store and holding the newly designed iPhone 12 with MagSafe.
We created the iPhone 12 Studio, the first iPhone configurator for the first iPhone you could actually customize, right from the comfort of your couch.
We also created an 'at home' DIY creator series showing how to use the new camera features to turn ordinary everyday objects laying around your home into extraordinary content.
We developed an at home iPhone 12 ‘Everyday Experiments’ series which explored the accessibility of the iPhone camera, including all the capture and editing tricks using household items that could turn anyone into a creator.
And we created an otherworldly film to bring to life the insane capabilities of the Pro camera and its lowlight camera features.
Interstellar meets iPhone 12 Pro: finally we created a fictional universe to explore complete with an original music score by Lorn.
Project credits
Services
- CREATIVE STRATEGY
- CAMPAIGN CREATIVE
- CREATIVE DIRECTION
Team
- GENE BRUTTY
- TIM SEDDON
Partners
TBWA\MAL
INCITE
DOTDOTDASH