Like Holding Air

The purpose of this campaign is to highlight the marvel of the new iPhone Air. I sought to create a commercial and set of billboards that highlight how light the iPhone is while remaining a powerful mobile device. The iPhone Air is so light that it feels like it disappears from the hand; this is playfully reiterated in the commercial and billboards.

The Script:

Fade in:  Selfie POV

A young man is smiling down at the camera. As the camera pulls back we see the young man is smiling at his hand. He looks like he’s holding a phone based on his swiping gestures and light reactions, but there is nothing there.

He leaves his home and walks down the street—a few passersby notice that he isn’t holding anything, but is acting as though he is.

He then gets on the bus. It’s full with people who are on their phones, though eventually they grow to notice his odd behavior. A few start to point. He seems to put the invisible object into his pocket before he smiles at a few of his co-passengers.

He gets off the subway and, as he gets back to the street, we see heavy foot traffic on the streets. Fast transitions show us there is little to no room for him to walk. He pulls his invisible phone back out of his pocket.

He gestures as though unlocking the device. Only this time the home screen of his iPhone Air materializes. People are still looking at him, only now we realize they’ve been looking at the new iPhone Air the entire time. As he looks back down at his phone, the man begins to float above the crowd until he’s in the clouds. Slowly, a handful of other iPhone Air owners join him. They continue freely on their commute, allowed to almost dance among the clouds. 

SUPER: Like holding Air. 

SUPER: iPhone