CLIENT: Apple x Harvey Norman

A woman imagines what the camera might unlock — and slips into it.

SYNOPSIS

A woman sees the iPhone 14 Pro in store and imagines what its camera might unlock. One photo of her friend becomes best in show, then an award — before we snap back to reality and she buys the phone. It's a playful visualisation of the camera's possibilities, turning a product decision into a small imagined journey.

NOTE

I wanted the whole thing to feel like we'd slipped into her imagination without quite noticing the cut. We shot on a robotic arm so every move could be precise and the transitions could disappear into each other. The challenge was making something technically complicated feel effortless, playful and slightly dreamlike.