Gen Z wasn’t upgrading. Handset fatigue had set in, and the iPhone 11 Pro needed more than a specs sheet. So we made it about what actually mattered, creativity.

We challenged self-taught photographer Jake Millers to capture the sound of his city, documenting rapper Aitch (back when he was breaking out) using nothing but the iPhone 11 Pro. A campaign built for creators, not consumers. From a hero film to how-to content, we turned a phone launch into a creative tool. Partnering with CRACK Magazine, we gave Jake a platform, his story, his images, told his way. No overhyped specs. No upgrade guilt. Just proof that creativity needs no kit, just an idea.

Article: Crack Magazine