For many consumers, the release of a new iPhone feels like a national holiday. This year, Lewis seized the moment, partnering with U.S. carrier C Spire to debut not only Apple’s iPhone 17 but also the company’s refreshed brand platform: “There’s more to C.”
The campaign faced a major hurdle—Apple revealed the iPhone 17’s features only two days before filming. To stay ahead, Lewis developed flexible creative frameworks built on industry rumors and educated assumptions, ensuring that the production team could pivot instantly once the actual specs were unveiled.
Working in close collaboration with C Spire and agile production partners, Lewis crafted a commercial that managed to spotlight three of the phone’s standout features—more than any other carrier showcased. The campaign positioned C Spire as not just another wireless provider, but as a brand evolving with innovation, customer focus, and cultural relevance.
The end result was more than a product launch ad—it was proof of Lewis’ ability to perform under high pressure, turning last-minute challenges into memorable storytelling. The partnership underscores how creativity, speed, and strategy can converge to elevate both a product and a brand message in a saturated market.
