Do Your Thing

01 Background

With few Apple stores in Latin America, most sales go through 120+ independently run Apple Premium Resellers. Each made its own campaigns, and the brand’s tone was slipping.

02 Brief

Create a toolkit of films and stills promoting buying the new iPhone 11 at your local reseller. It had to work in three languages, feel authentically Latin American, and let each reseller make it their own while Apple kept full brand control.

03 Solution

Three stories of a Latin American family, each with their own iPhone passion, visiting a reseller for expert advice and then showing how they use one feature.

Each story was written as a silent film, so no language versions were needed. Every asset was built for its platform, from YouTube pre-roll to Instagram stories, with scenes shot from several angles to fit each format.