A year ago, Google started a campaign website called “Get The Message”, which was a public call for Apple to adopt RCS - a messaging standard that would allow better texting interoperability between Android and iOS devices. In 2023, DAVID Miami invited us to pitch on their new integrated campaign to bring this message to greater awareness. Every September, Apple unveils a new iPhone to the world. DAVID’s idea was to use this same period to launch a parody product called “iPager” - a humorous throwback to the 90’s when portability was a novelty and SMS was king.

From the very first treatment presentation, we already had a device designed and a ton of gags to propose. We threw in some extra ideas, with novelty case colors, dated catchphrases and corny features.
In the end we delivered visuals and final production artwork for the main video, packaging renders, and digital and static billboards. Building off the hero video asset, we also created multiple cutdowns and shorter scripts in square and vertical video for distribution across YouTube, Instagram, Facebook and Twitter/X.

The campaign launched a week after the iPhone 15 reveal - with fantastic reactions and enjoyment across social media.

iPager - Colors

iPager - InstaStories

iPager - InstaStories - MeetiPager

iPager - InstaStories - MeetiPager 2

iPager - Outdated

iPager - RCS

iPager - Digital

iPager - Youtube Shorts

iPager - Instagram Capture

iPager - Twitter

Agency: The David Agency Miami, Client: Google, Producer: Thiago Zveiter, Head of Production: Brenda Morrison Fell, Chief Creative Officer: Rafa Donato, Group Creative Director: Alejandro Juli, Associate Creative Director: Bruno Reis, Associate Creative Director: Joao Corazza, Social Media Content Strategist & Community Manager: Mafe (Maria) Maceda, Account Supervisor: Isabella Carrion, Account Executive: Patricia Menendez.Produced by Masters & Savant, Producer: Kelsey Calder, Director: Chris Lockhart, Animators: Sean Frawley, Yolandi Meiring, Finishing Artist: Sean Frew.