GCI iPhone 17 Pro Launch
GCI brought the iPhone 17 Pro launch to Alaska with a fast-turn campaign built around the white raven, a rare local phenomenon that gave the work an ownable visual hook.
My Role
Led strategy, writing, pre-production, production, post-production, Apple and client review, and campaign delivery.
Deliverables
TV spot · Cutdowns · Radio · Paid social · Digital ads · Web copy · Campaign copy
The result
The campaign went live on time across launch materials, preorder creative, and broadcast, giving GCI a distinctive local expression for a major national device release.
The challenge
Apple launch windows are tight, and the creative rules are strict.
We needed to move from device announcement to preorder creative to final TV spot in a matter of days, while balancing Apple’s brand standards, GCI’s offer messaging, legal review, and a story that still felt specific to the market.
The strategy
Use the white raven as the bridge between Apple’s product story and GCI’s local presence.
The idea gave the campaign a sense of rarity, attention, and place without turning the spot into a standard phone ad.
It also created a simple visual thread that could carry from the hero video into preorder creative, radio, paid social, digital, and web.