Welcome to @apple

Role

Senior Art Director

Agency

TBWA\ Media Arts Lab

Client

Apple

The @apple Instagram account marked the debut of 'Shot on iPhone' on social media, highlighting the extraordinary capabilities of iPhone photography.

The launch moment combined an anthem film and a carefully curated grid of 38 iPhone photographers. This film, positioned at the center of our launch grid, blended the words and images of our photographers, setting the tone for the account's future on the platform.

The launch grid featured 8 carousels around the anthem film, each showcasing a variety of styles and perspectives, highlighting the iPhone's photographic versatility. Short video vignettes accompanied each photographer's work, pairing their images with narratives from phone interviews. These vignettes showcased a diverse range of individuals, from a principal dancer to a forest firefighter, each using the iPhone to capture unique stories.