About the project

My role

Creative Director
Art Director

Verizon initially passed on the iPhone when it was first offered to them. However, Droid's dominance in the market helped motivate Apple to return to the negotiating table with more favorable terms. It worked—Verizon inked a better deal with Apple, and the iPhone finally came to Verizon.

I still remember pitching this idea over the phone to the clients on Christmas Eve in 2010. It was inspired by the opening sequence of Back to the Future, which I had just watched with my family a few days prior. People had been waiting years for this moment, and clocks seemed like the perfect device to build anticipation for the midnight launch that was just around the corner.

It Begins