World gallery — Shot on iPhone
Client: Apple
Agency: Media Arts Lab
Role: Creative direction for print and digital print
Media: print, OOH, digital print, TV
Worldwide
Awards
- Cannes Creative Effectiveness Grand Prix for Long-Term Brand Platform 2025
- Cannes Grand Prix - Outdoor
- Gold - Outdoor (Home Appliances, Furnishings, Electronics)
- Silver - Outdoor (Photography)
- Bronze - Design (Photography)
- Bronze - Design (Poster)
- Clio:
- Gold overall - Out of Home (billboard)
- Gold overall - Poster
- Gold overall - Transit
- Silver - Integrated (products and service)
- Silver overall - Print (products and service)
- Silver overall - Print Technique (art direction)
- Gold overall - Photography
www.adsoftheworld.com
World Gallery was one of my favourite global campaigns. I love the purity of the concept—turning the world into a giant art gallery, and the purity of the execution—no pack shot, just a discreet logo: the photography and its author are the heroes.
This campaign was a global effort: the idea first sparked at the Tokyo office, was then picked up by a team in LA, before being redistributed to the whole network, so we all contributed to finding the best images out there, and crafting this simple thought into a cross-channel global campaign.
I was in charge of the print and digital print: not only supervising the search with my team, but also curating the images for each magazine, in order to be contextual.
This campaign has evolved since into something much bigger: it is now the platform for most iPhone communications, and has turned Apple into more than a technology brand: it has become a patron of the arts.
Case study
