Apple How to Shoot on iPhone 7 Campaign
Localized into 16 different languages
Localized into 16 different languages.
Localized into 16 different languages.
Localized into 16 languages.
Had the pleasure of collaborating with Jimmy Olsen and Chris King on this project. The question was how to re-think how-to videos for Apple. At that time the videos were dry 16x9 videos with voiceovers that were on Youtube that broke the user experience by viewing them on computers, then having users try what they learned on mobile phones.
Jimmy Olsen had a great idea. Can we boil the steps down to three easy to follow steps for the user, Ala Steve Jobs’ “Rip, Mix, Burn” that he used during the MacBook days of CD burning music.
I felt the user experience was broken with video that was 16x9 on a separate computing device and phones were mostly held in 9x16 vertical format. My pitch/prototype was a 9x16 video with the UI intact within the 9x16 experience with quick/fun motion graphics typography and poppy music driving the user experience to help enforce the learning experience. This prototype helped us land the project with the ECD’s at Apple. During the first wave, we produced 9 of these and also localized these magically into other languages, even with language constraints, with the help of the international Marcom creative teams. The result, a campaign that ended up ballooning across other Apple product brands and redefined the “How-to” categories, of which still lives on today in Apple’s branding social media campaigns, 2+ years later.