Apple iPhone Celebrates Young Athletes. Think 5 to 10 Years Old
Forget about the Paris Olympics. We want to know which athletes will dominate their sports a dozen years from now!
Gifted young competitors across soccer, golf, baseball, gymnastics, soccer and swimming show off their moves and moods in "2036 Hopefuls," an iPhone 15 Pro Max campaign led by TBWA\Media Arts Lab.
Legendary photog Walter Iooss Jr. created the images for OOH and digital elements launching today. The kids range from 5 to 10 year old and hail from Finland, Singapore, Mexico, the U.S. and elsewhere. A few already rank as champions in their peer groups.
Shot on iPhone (of course), the pics capture a range of emotions. The determination and confidence on some of these faces belies their years. Others appear a tad weary, but primed to hit the field, mats, pitch or pool tomorrow and do it all over again.
Following its "Crush" debacle, Apple's been more in the pocket, with effective, artful demos once again portraying its products as essential adjuncts to daily creative life.
Along with "2036 Hopefuls," TBWA\MAL recently launched a flighty paean to privacy (with surveillance cameras as birds), and produced a dramatic take on Música Mexicana.
