Role: Associate Creative Director, Writer
Every iPhone launch has to answer the same question: why does this one matter? For the 5s, the answer wasn't a spec sheet. It was a reframe of what the phone actually gives you.
You have the power to create, shape, and share your life. The power to do everyday things in extraordinary ways, and to do extraordinary things every day. With iPhone 5s, you're more powerful than you think.
Directed by Lance Acord, the film matched that idea beat for beat — treating the phone not as a device you use, but as a kind of quiet superpower you already have in your pocket.
"Life of Dreams" by Julie Doiron. Directed by Lance Acord.
To launch the iPhone 6, we created this back cover for TIME, Rolling Stone, GQ, and a bunch more printed publications. Inside back cover below showing off the new iPhone’s actual size.
Inside back cover.