At Apple we usually focus on product photography to show the details of our new hardware. But at the start of 2023, we wanted to do something different.

Instead of just showing the products, we wanted to inspire customers to feel what it is like to be energized by our products and services.

The objective was to show iPhone and Apple Watch products, features, and services, across in-store display panels.

The illustrations were extended into the launch of the new iPhone Yellow as billboards, online banners, social, and TV.

The campaign had to be relevant to a wide audience as it ran in 432 Apple Stores, 353 billboard locations, and 25 countries around the world.

Through the use of illustration we were able to bring a feeling and energy to our products and services that photography alone couldn’t capture.

We created unique stories for each execution combining hardware photography and illustrations. We used exaggerated perspectives, larger-than-life characters, and fantastical elements to help our customers feel these stories. Like the feeling of immersive sound with AirPods and Spatial Audio, or the feeling of freedom with Action Mode on the new iPhone 14, or feeling the burn with Apple Watch and Fitness+.

The campaign not only brought joy to our customers in and out of our stores, it also energized more than 70,000 retail employees.