Apple has been focusing on disability for a long time, and how the iPhone help disabled people overcome obstacles in their daily lives. Now, the brand expands that focus to disabled pets — with a short film, directed by India Sleem, about the iPhone’s ability to help design prosthetics for dogs who’ve lost limbs.
The film tells the story of a dog named Trip, whose resilience and love for life are palpable. It also shines a spotlight on iPhone’s LiDAR and TrueDepth technology, which a New Jersey company called 3DPets uses to create digital 3D models of Trip and other dogs they work with — so they can design the prosthetics to fit properly.
The film carries the familiar “Shot on iPhone” branding at the end, along with another line: “Made with iPhone.” Along with Trip, there are four other hero dogs featured in the campaign — Eve, Samson, and Cleo, who all have front full-limb prostheses, and P!nk, who uses a cart.
Coincidentally, Cleo is the subject of another high-profile video also posted today — a 12-minute piece by Marques Brownlee, the popular YouTubers.
The campaign will appear on @apple, digital out-of-home, broadcast (in a 30-second version), YouTube and YouTube pre-roll. Instagram posts are being created in collaboration with 3DPets (@3d.pets), Leeor Wild (@leeorwild, the photographer for the campaign) and India Sleem (@indiasleem).