Global: Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.



iPad Pro - What's a Computer?

PCs are an entrenched symbol of productivity—we assume that if we want do “real work,” we need a laptop or a desktop. Definitely not a tablet. That was the challenge iPad Pro—a new kind of computer—faced. 
Inspired by a generation without PC bias—who see computing in a completely different light—we set out to challenge the computing beliefs the rest of us take for granted. 
Positioning PCs in the past, we forced people to question their own PC bias, provoking a global debate that drove search, sentiment, awareness and sales. 

Brand: iPad Pro
Client: Apple Inc.
Agency: TBWA\Media Arts Lab
Language: English

iPhone World Gallery

September 2014 Apple launched iPhone 6, a new form factor, with a stunning success. Post launch we wanted something iPhone could own to continue its momentum. iPhone 6's camera had become its most loved feature, but the category convention was to talk about cameras in megapixels. We disrupted the category by focusing on the result; the incredible photos and videos being captured with the device. By doing so "World Gallery", the world's largest mobile photography gallery, celebrated iPhoneographers around the globe, while raising the bar and changing the category conversation.

Brand: Apple
Client: Apple Inc.
Agency: TBWA\Media Arts Lab
Language: English


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