Work
Apple iPhone:
Born with wings
Client: Apple India
Service: Creative Direction/Ideation
Sector: Technology/ News
Year: 2020
Overview
To celebrate India's Republic Day, we worked with photographer Joey Lawrence to create a short film that celebrates the country's potential with a look toward its future: India’s youth. We filmed children across the country reciting the words to the late president APJ Abdul Kalam's iconic speech with passion & pride as a reflection of how they're set to achieve their limitless potential.
Portraits of India's next generation, shot by Joey L.
The platform would cater to largely semi-static and dynamic content, characteristic of the fast evolving tech space. The IA was designed cognizant of the nature of content. The Content hierarchy based on — features, popularity, recency & format, of stories.
148 retail stores flipped with campaign creatives across 50 cities in time for Republic day
A product comparison hub to compare gadgets in each category
A must-have feature in most tech review websites, a product comparison hub, with all features and technical specifications, was built to provide users with a single point solution for their product selection and buying needs.
Outcome
Born with Wings became the most engaging
Apple film in India to date.
Born with Wings became the most engaging Apple film in India to date, even out performing global work released in the market. During Republic Day, the speech went viral with dozens of local schools and students across the country reciting the speech and recreating the ad.
More work
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