APPLE FLY MARKET

STRATEGY
Show how effortlessly Apple Pay and Face ID work together.

OVERVIEW
The iPhone purchasing experience is almost magical. We wanted people to understand how that feels. To demonstrate that, we focused on the power of a glance. We set the story in a flea market to communicate that you can use Apple Pay just about anywhere. We gave our hero the ability to put together a new fit - just by looking at things, they appear on him.

EXECUTION
The film needed to be tactile and fun and have the attitude of a music video. We brought in Daniel Kwan and Daniel Scheinert (the Daniels), for their mastery of style and practical effects. We shot in Mexico City and built an entire world for our talent to move through playfully. Working closely with Daniel Kwan through every stage of production and post, the entire experience was a masterclass on preparation and craft. 

RESULTS
As part of a sustained effort across multiple channels running in 40+ countries, Apple Pay grew from 292 million to 441 million users the year this campaign ran.

Recognition:
Shots Awards Silver / Online Commercial of the Year

Role: Creative Director, TBWA Media Arts Lab
Directors: Daniels, Pretty Bird