iPhone
Role: Senior Writer
The iPhone 5 was designed around behaviours that already felt natural to us. Its features had a simple, intuitive quality. The kind that makes you think: that makes sense. The campaign took the same approach, with a tone of voice that I helped adapt across European markets.
Taking the campaign into print, I wrote a series of ads placing the new iPhone features in real-life stories. They never made it out into the world. But it was a rare chance to write some long-copy print ads.
