Commercial
iPhone 14 Pro Launch
- Client: Apple
- Agency: Media Arts Lab
- Campaign: Social
- Year: 2022
- Role: Senior Art Director
At the time of its release, the iPhone 14 Pro introduced Apple’s most advanced camera system to date, featuring a breakthrough 48MP sensor. It was Apple’s most ambitious social effort, centered on creator-led storytelling and immersive sets designed specifically for the lens.
We partnered with artists Sam Cannon and Ryan Schude to showcase the camera’s leap in resolution through bold, concept-driven work.
Sam Cannon approached the camera as a tool for visual experimentation, constructing a life-sized, surreal maze. The build highlighted the sensor’s ability to capture fine detail, depth, and motion.
Ryan Schude focused on complexity and precision within a single still. His large-scale tableau, Lighthouse, was captured entirely on iPhone in one uninterrupted shot, without compositing. The frame featured dozens of characters in coordinated action, showcasing the sensor’s clarity, tonal range, and ability to hold narrative structure within a dense visual composition.
RESULTS
At launch, the campaign set a new benchmark for Apple’s social content. It became one of the brand’s highest-performing creative pushes to date. Sam Cannon’s Instagram Reel broke records across all key performance indicators and helped position the iPhone 14 Pro as a serious image-making tool for professionals.