Apple

This decision was first made during the creative development of a campaign for the iPhone. Instead of framing the device, we framed what the device saw—the world through its camera lens, the vivid colors, the unmatched clarity.

This approach did more than highlight technical specs; it humanized the product. We weren’t just selling hardware; we were showing how Apple products could empower creativity, connection, and expression. The success of that campaign was undeniable. Users didn’t just see an iPhone; they saw what their lives could look like enhanced by it.

It became a cornerstone of Apple’s visual language. Instead of the classic marketing strategy to create visuals for users to imagine what the product could do, we focused on what the product is, has, will be. These features are amplified with many treatments like super tight shots, slow motion and more, so that consumers are locked in on the product and able to understand what feature we are showcasing.

This lens—both metaphorical and literal—defined our advertising for years to come. Whether it was the dramatic wide-angle of the iPhone camera capturing cityscapes or the immersive soundscape created by AirPods, the product’s perspective became Apple’s perspective. It didn’t just sell features; it built emotional resonance.

By embracing this creative direction, we didn’t just make ads; we crafted experiences. Experiences that became Apple’s signature—clean, empowering, and always driven by what our products allow people to see, hear, and create. Looking back, it wasn’t just a marketing decision. It was a creative philosophy that aligned Apple’s vision with its user’s imagination.