3D Sets  Featuring iPhone 11’s Wide, Ultrawide & Telephoto Lens
Set Design
Graphic Design
Video
Art Direction

Apple’s first triple camera system was released in 2019 in its iPhone 11 Pro product. While working there, our team was tasked to create and ideate on a campaign that successfully relayed the capabilities of the new product, without showing the product itself. 

The triple-camera system includes 3 types of lenses: wide, ultrawide and telephoto. Our team came up with the idea to ‘zoom’ into various 3D sets that when ‘zoomed out’ revealed that they were constructed in an entirely unexpected location. None of the below pictures are altered in terms of their composition and location. 

Real, 3D sets were designed & constructed in locations contrary to the location’s “real” wherabouts to reveal a surprise and delight moment. This project was inspired by photographer Justin Bettman’s Set in the Street image series. He was gracious enough to be the lead photographer in this shoot. #shotoniphone

Team Director: John Agnew
Creative Directors: Tara Bassi, Carlos Estrada
Photographer: Justin Bettman