The iconic launch of the first ever iPhone with 5G capabilities.

iPhone 12 Pro 5G Launch

Making something from nothing

Apple is extremely confidential about information around these launches, so we never had any actual creative until the minute the keynote was over. We worked for months behind the scenes with FPO copy and creative to develop our concepts, and on the day of launch we work fast and furiously all night long to ensure we deliver before our competitors.

For this launch, we also partnered with R/GA to develop the 5G hub landing page experience for months before the actual iPhone launch. Here, consumers could explore the benefits of 5G from the perspective of gaming, entertainment, AR, sports and more.

I led the .com homepage concept and execution alongside a full integrated team. This was the first time we had ever done a full homepage takeover for a launch. Below is the mobile proof of concept with FPO creative and messaging.

A phased approach

Since we had no visibility into what the Apple creative was going to look like prior to the keynote, we had to anticipate how it would fit into our homepage takeover design. We built this page prior to launch and executed a phased approach to launch.

Phase I was copy only, so that all we had to do was fill in the name of the phone once it was announced. This ensured a speedy delivery to launch.

Phase II launched once we had the product assets in place from Apple.