Jeff O’Keefe 

                            Creative Director/Writer

How to Shoot Football on iPhone X


The 2018 World Cup. With just about every brand on the planet taking part, we needed to give Apple an authentic reason to be there. And we had to do it without an official sponsorship -- no logos, no players, no country flags. 

Our insight: with a camera as powerful as the one on iPhone X, even the smallest games can look as big as the ones being played in the world’s biggest tournament.


TBWA Media Arts Lab
ACD/Copywriter




In addition to the global TV spot, we made football-themed How To's for social and video sharing platforms. They appeared in every major global market during the tournament and now live on apple.com.

How To Shoot Using Backlight on iPhone X



How To Shoot Slo-Mo on iPhone X


How To Shoot With Pano on iPhone X



How To Shoot With Burst Mode on iPhone X