Using product intro as brand statement

Apple | Touch ID

The introduction of Touch ID was an opportunity to showcase how Apple’s breakthrough technology affirms their brand values. Working directly with Apple on the launch of the iPhone 5S, we collaborated with director Errol Morris to document the quirky, human ways people solve their password problems. Captured on film they served as a celebration of the idiosyncratic creativity of every individual.

From an Apple brand perspective, the solution to people’s password problems isn't Touch ID technology, it’s the uniqueness of you. And your fingerprint, of course.