Apple: iPhone 7 Launch

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.

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: say less, mean more, and make every element earn its place.

The Challenge

An Apple launch is one of the most scrutinized moments in advertising. The campaign has to be perfect from a phone screen to a billboard the size of a building, consistent across dozens of markets, and true to a brand that has spent decades earning its precision.

The Work

I worked on campaign design and art direction spanning print, out-of-home, broadcast, and television. The craft is in the discipline: honoring the system, sweating the typography and spacing, and letting the product speak without noise around it.

Simplicity at that scale is not the absence of effort. It is the result of removing everything that is not essential, again and again.

The Outcome

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.