APPLE iPHONE 14 LAUNCH

For the iPhone 14 Pro's social launch, Apple turned to Sam to show what the new 48MP sensor could resolve. The brief came down to a single question: what would you shoot if the smallest details mattered? Her answer was a life-size maze — a built set made to be read up close, with detail hidden throughout for viewers to find. Sam developed the concept, shot it, and appeared in it.

Apple ran the result as a co-authored post that became its most-viewed social content ever, with 15.2M views.

APPLE
iPHONE 14 PRO LAUNCH
ROLE PHOTOGRAPHER + DIRECTOR
AGENCY TBWA\MEDIA ARTS LAB

PRODUCTION COMPANY WAYS & MEANS

PHOTOGRAPHER/DIRECTOR SAM CANNON
LINE PRODUCER SERENE BYNUM

PRODUCTION DESIGNER LIAM MOORE
STYLIST SHIRLEY KURATA
HAIR GREGG LENNON JR
MAKEUP ALEXANDRA FRENCH
SFX MAKEUP MALINA STEARNS
MOVEMENT DIRECTION LAKE DORN

AGENCY TBWA MEDIA ARTS LAB LA
ECD MARIANO JEGER
CREATIVE DIRECTOR GUSTAVO KOPIT
CREATIVE TEAM MADELINE LEARY GINGER QUINTANILLA
PRODUCERS MAX VOREACOS KIM LANSILL HANNAH LANSILL CHRIS PERRY COREY BARTHA
ACCOUNT CAROLINE PHILLIPS RACHELLE ROLDAN
STRATEGY ABBY SISK ANDIE KOTANI

@SAMCANNON