Best Apple (in house) Campaigns of All Time
Apple Marcom is the only place on earth where a three-minute film about a lost dog or a privacy-obsessed teenager is treated with more reverence than a mid-sized nation’s GDP. They’ve mastered the art of making hardware feel like a personality trait - mostly by refusing to talk about the hardware at all. It is high-budget restraint at its finest. If you want to see how "in-house" became the gold standard for global storytelling, browse the work below.
6 campaigns
Apple: Slide
Apple demonstrated the iPhone 17's superior durability by turning a high-stakes legal boardroom negotiation into a visceral, cringe-inducing product test, proving the device's scratch resistance through the simple, agonizing act of sliding it across a wooden table.
Apple: Relax: Slide
Apple dramatized the iPhone 17's scratch resistance by turning a tense legal negotiation into a visceral durability test. By sliding the phone face-down across a long wooden table, the cringe-inducing sound design transformed a common anxiety into confident product proof.
Apple: I'm Not Remarkable
Apple subverted the 'inspiration porn' trope by featuring disabled students using technology to achieve mundane college normalcy, using an original song to assert that true accessibility means the right to be as unremarkable as everyone else.
Apple: Big Man, Shot on iPhone
The campaign highlights the iPhone's cinematic capabilities by framing a personal, gritty narrative of self-discovery, proving that high-end storytelling is accessible through the lens of a smartphone rather than just professional cinema equipment.
Apple: Find Your Friends
Apple showcased the iPhone 15's Precision Finding by following a Mandalorian cosplayer through a dense Star Wars convention, proving that advanced tech can solve the human struggle of finding friends in a chaotic, high-density crowd of lookalikes.
FIFA 23 x Ted Lasso
To authentically merge two entertainment giants, FIFA 23 integrated AFC Richmond, a beloved fictional team from Ted Lasso, as the first-ever virtual club in the game. This groundbreaking partnership, devoid of overt branding, created massive buzz by treating the show's characters as real entities, captivating both gaming and TV fans.