Cannes Lions

iPhone 13 Pro Art Direction & Wallpapers

APPLE, Cupertino / APPLE / 2022

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Last September, Apple launched iPhone 13 Pro. And we wanted to bring a futuristic drive to the Pro story: with its state-of-the-art performance and design, larger, more advanced camera system, and introducing the ProMotion Super Retina XDR display. We created an art direction style that used high-contrast lighting and energetic crops to give iPhone 13 Pro a Kubrickian feel. By doing so, and by putting emphasis on the camera system, we wanted the art direction to appear cinematic to reference the latest photography and video features.

For product wallpapers, we celebrated the smoother scrolling experience of the Super Retina display with ProMotion. We created a set of four wallpapers inspired by minimalist light sculpture, due to its restrained and technical aesthetic. When touched, the display wallpaper artwork responds in an expanding or retracting motion, referencing the intelligent calibration of the refresh rate, creating an interaction that’s dynamic and responsive.

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12 items

1 Spikes Asia Award
ETA

TBWA\MEDIA ARTS LAB, Seoul

ETA

2024, APPLE

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