Introduce the next generation of iPhone through product porn.
We helped people discover iPhone X through intimate and artful first looks at the details of the all-new design, designed for mobile/social.
This campaign marked the first time that the bulk of the digital work for an iPhone launch was bespoke to the placements it ran in, instead of TVC cutdowns.
Our lead unit, the 360 product demo swipe up, became the best performing swipe-up Apple had done with a 143% increase in swipe-up rates.
Tilt to Explore X
We brought the traditional 360 product demo to where users are.
We showcased the notch and used it to encourage viewers to swipe up to explore the phone. Using the accelerometer, users were able to tilt their phone to explore the reflective, glass back and edge-to-edge OLED screen.
Press X to wake
Experience "tap to wake" right from your Facebook feed.
Using FB's live photo unit, users were able to press on the "X" and see the paint explode out of the X and reveal the new silhouette of the edge-to-edge display.
Actual-Size iPhone X
New phone. New form factor.
Using a carousel, we gave viewers a close-up look of the stainless-steel band and close approximation of the new size.