iPhone 17 Launch Campaign

For the launch of the iPhone 17, our production team at Mother set out to capture the essence of Apple’s visual language. The starting point was the brief we received from the creative agency Žiška, which focused on three relatable characters saying goodbye to a certain object in the frame...with a twist! The object is actually not in the frame. It's yet to come out on the market - the new iPhone 17!

We brainstormed around the idea and suggested a few creative reworks - minimal adjustments to Žiška's script, but major ones regarding the shooting style, set design, and cast direction. We knew our cast choice needs to communicate authenticity and warmth and that's why we chose characters with confidence and charisma. Shot in a studio environment, all three scenes focus on a single character centered in clean negative space with minimalistic set design. Every element, from the deep crimson drums to the soft lighting tones, is set to depict iPhone's clarity and precision. Color plays a crucial narrative role: the red backdrop and matching accents in our character's wardrobe reinforce A1's brand coherence, thanks to our dear stylist Nevena Vuković.