The iPhone 6 featured the best camera that had ever been designed for a smartphone. Instead of showing the product on our ads, we flipped the lens around and showed what people could do with it – a first for Apple. This turned all of our media spaces into a canvas of art shot by anyone with an iPhone.
To note – I was part of the core team that created the concept for this campaign. Ultimately, a lot of talented people, both at Apple and at MAL, brought it to life and made brilliant executions with it.