IPHONE 5S 'GLOW' CAMPAIGN
Creative Credit: Designed, conceived, and directed by Aaron Carretti.

PRO PHOTOGRAPHY
iPhone 5s campaign out of home: Hong Kong, Shanghai, and Seoul markets.

 

PRODUCTION
Working with photographer Jamie Chung to recreate this idea. We shot each of the three phones separately. Along with the shadow, the primary and secondary glows, and the textured surface. 
Explorations were made into how this idea could work with the TV campaign "You're more powerful than you think." Looking at how the phone looks horizontally for billboards as well as vertically for bus shelters.

 

IN-SITUATIONS
In-situ mockups for billboards and bus shelters.

 

MECHANICALS
Mechanicals for Hong Kong, Shanghai, and South Korea.

 

EXPLORATION
Exploring different angles for a potential new shot to expand the campaign to different kinds of media.

 

PROCESS
Random process view shots from around the world.

 

INITIAL IDEA
Where it all started. Who would have thought a few hours of pure inspiration and detication could turn into a such a massive undertaking?