Role: Senior writer
The features on the iPhone 5 were pretty intuitive to our behaviours. They just had a 'that makes sense' design to them. So, we used that tone of voice for the campaign and localised it across the European markets.
We developed print ads to support the campaign, but they never ended up running. I'm sharing them here anyway – I enjoyed writing them, and print briefs have become something of a rarity these days.
