Campaign Design · Art Direction
iPhone 7
Campaign design and art direction for one of the most scrutinized launches in advertising — where restraint is the entire point.
Client
Apple (Media Arts Lab)
Role
Campaign Design & Art Direction
Year
2016
Discipline
Print · OOH · Broadcast · Digital
At Apple’s scale, a single misjudged pixel is seen by hundreds of millions of people. That is the standard the work is held to.
The Challenge
A global iPhone launch demands campaign work that is flawless at every scale, from a phone screen to a building-sized billboard, and unmistakably Apple in every market it touches.
The Approach
Working within Media Arts Lab, Apple’s dedicated agency, I contributed to campaign design and art direction for the iPhone 7 launch across print, out-of-home, broadcast, and digital.
The Outcome
The campaign ran worldwide across billboards, print, and television, reaching audiences at the scale only an Apple launch commands.
Say less, mean more
Through Media Arts Lab — the agency built expressly to serve Apple — I contributed to campaign design and art direction for the iPhone 7 launch. It is work defined by restraint: honor the system, sweat the typography and spacing, and let the product speak without noise around it. Every element has to earn its place.
Simplicity at that scale is not the absence of effort. It is the result of removing everything that is not essential, again and again.
One system, five finishes
From the new high-gloss Jet Black to Rose Gold, the campaign had to present every finish with the same precision and the same light — a single visual language flexible enough to hold them all.
This is 7
The launch carried across print, out-of-home, broadcast, and digital — including the camera-led work that put real low-light photography on billboards around the world. The craft is in the discipline: the same system, flawless from a phone screen to a building-sized wall, consistent across dozens of markets.
Nothing added. Nothing left to remove.
The Outcome
Worldwide
launched across dozens of markets
4 media
print, out-of-home, broadcast, digital
1 standard
flawless from phone screen to billboard
The campaign ran worldwide across billboards, print, and broadcast, reaching audiences at the scale only an Apple launch commands — and holding the line on craft at every size it appeared.