Apple: Shot on iPhone. Multimedia Campaign.

I oversaw the international rollout of this iconic campaign. The concept was created as a collaboration between all of Media Arts Lab’s international offices. They suggested their own images and videos, which I assessed and selected. With an estimated 6.5 billion media impressions (95% positive), the campaign has run for nine years and counting. In its launch year Apple sold over 231 million iPhones, up 62 million from the previous year. Further market-specific campaigns ran in all the territories I oversaw, including Britain, Japan, France, Germany, Thailand, Brazil and China.