EXECUTION

For the first time, Apple used video that allowed the product to shift dynamically as the user scrolled, revealing additional beautiful angles. This new visual language helped create an even deeper connection between the user and the product. Then, instead of creating a smaller version of the site for iPad or iPhone, we made it equally engaging and interactive, no matter what device you view it on. Users have a seamless experience from one device to another.

The iPhone 6 website represents an important milestone in our efforts to rethink the use of video as a way to subtly and elegantly communicate a product story.