Apple — iPhone 14 Pro Social Launch
The iPhone 14 Pro's camera resolution has undergone a quantum leap with its new 48MP sensor.
To showcase its unparalleled capability to capture detail, we collaborated with creators Sam Cannon and Ryan Schude for its social launch.
The intricate labyrinthine worlds created by Sam highlighted the improved features of the camera system.
We also created gamified stories for viewers to explore and find hidden easter eggs in the shots.
Next, Ryan Schude took over @apple.
His Lighthouse tableau was a test for the iPhone 14 Pro's camera, capturing it all in a single, unedited shot.
With the 48MP sensor, the final image is a stunning display of the Lighthouse's scale and characters without any compositing.
Results
The launch content was a success, with Sam Canon's Instagram Reel on launch day setting records across all KPIs.
As of 2022-23, it remains the most-watched piece of content on Apple's Instagram, with over 15 million views.
Credits
Client: Apple
Photographer / Director: Sam Canon, Ryan Schude
Agency: TBWA Media Arts Lab LA
ECD: Mariano Jeger
Creative Director: Gustavo Kopit
Creative Team: Madeline Leary, Ginger Quintanilla
Producers: Max Voreacos, Kim Lansill, Hannah Lansill, Chris Perry, Corey Bartha
Account: Caroline Phillips, Rachelle Roldan
Strategy: Abby Sisk, Andie Kotani