Apple: Shot On iPhone

I freelanced at Apple in Cupertino as they were launching the iPhone 6, featuring the best camera that had ever been designed for a smartphone. So we thought "What if instead of showing the product on ads, we flipped the lens around?" Thus turning our media space into a canvas that simply showed what the product (and the user) were truly capable of. Something to note – I was involved in the concept and early stages of this campaign. Ultimately, it came to life with the help of a lot of people, at both Apple and MAL, who saw the idea through and made brilliant executions with it.