Reinventing the way people meet iPhone.
Every year a new iPhone is launched, and every year only the press get to hold and experience the new device before it’s in stores. Starting with the iPhone X, we democratized iPhone launches and established a completely new launch-day retail space for Apple – accessible to everyone, everywhere.
Case Study
Swipe Up Showroom
The success of the original iPhone X Showroom in driving engagement and unexpected sales numbers, led to this second iteration to became the first campaign site to be hosted on Apple’s own top-level domain (.apple)
The speed and ease of the accelerometer and the simulated lighting were rigorously refined to give people the utmost control while maintaining the elegant colors and pristine light sweeps, as if they were holding the new iPhone in real life.
iPad Changer
Instead of driving from a :15 cut-down to a minutes-long film, we let mobile users transform the old iPad Pro form factor to the new edge-to-edge design through a gesture and sensor-based web experience.
Meet X
The 2017 iPhone X launch campaign marked the first time that the bulk of the digital work for an Apple launch was bespoke to the placements it ran in, instead of TVC cutdowns.
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. This became Apple’s best-performing IG Story Ad to date with a 143% swipe-up rate increase.
Press X to Wake — Users were able to experience “Tap to Wake” right from the feed through a Live Photo unit. Pressing on the "X" caused it to explode in color and revealed the silhouette of the new, edge-to-edge display.
Gravity Carousel — We enabled people to explore the iPhone X in near-scale through a carousel unit. The “X” on the first card animated to give a sneak peek of the second card, enticing users to swipe over.