Welcome to @apple

(Role - Art Director /// Agency - Media Arts Lab)

The @apple Instagram account on brings 'Shot on iPhone' to social for the first time.

Anthem Film. This film was set at the center of our launch grid. Combining the words and images of our featured photographers, it represents a collective intention of how the account will live on the platform.

Launch Grid. The 38 iPhone photographers were organized into 8 carousels surrounding a central anthem film. Swiping through each carousel gave a balanced flow of the assortment of perspectives and styles.


38 iPhone Photographers. To tell their stories, short video vignettes of each user pair their images with words from interviews conducted over the phone. From a Principle Dancer in the American Ballet Theatre, to a “Hotshot” forest firefighter, to a ship captain, and everything in between these videos represent a small portion of the iPhone community. Here’s a select few.


Sponsored Post. A sponsored post teasing the Launch Grid to give exposure to the account.




Gold Lion: Social & Influencer Lions - Co-Creation & User Generated Content

Silver Lion: Mobile Lions - Co-Creation & User Generated Content

Shortlisted: Mobile Lions - Content for User Engagement

Shortlisted: Direct Lions - Digital & Social Co-Creation & User Generated Content

One Show

Silver: Social Media - Social Engagement & User-Generated Content

Bronze: Social Media - Social Engagement & Community Building

Merit: Social Media - Branded Social Channel

Merit: Branded Entertainment - User-Generated Content



TIME - Apple's New Instagram Account Celebrates iPhone Photographers

Variety - Apple Starts Its Own Instagram Account to Tout iPhone Camera

The Verge - Apple launches official Instagram account to show off iPhone photographers' work

Adweek - Apple Finally Joined Instagram. Here’s How It Plans to Use It

Creativity - Apple Just Debuted Its Instagram Account

Forbes - Apple Finally Invents Instagram, Revolutionizing Your iPhone Photos