Commercial
iPhone 14 Pro Launch
- Client: Apple
- Agency: Media Arts Lab
- Campaign: Social
- Year: 2022
- Role: 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. To celebrate this leap in resolution, we led a full-funnel social campaign. It was Apple’s most ambitious social effort to date, centered on creator-led storytelling and immersive practical sets designed specifically for the lens.
We partnered with artists Sam Cannon and Ryan Schude to showcase the camera’s capabilities 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, demonstrating how the new system performs in highly dynamic environments.
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, demonstrating how the new system performs in highly dynamic environments.
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.