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 explored supporting the campaign with print ads – but nothing made it out into the real world in the end. I’m sharing them here anyway, as I loved writing them. And I don’t get many briefs for print ads these days.
