On Apple's Instagram (32.5M), a viral Reel melted hearts, a prosthetic process debuted on Stories, and a Carousel highlighted each tripod.

Tim Cook shared a video to 14M+ on X, while a mini-documentary on ?YouTube (18.9M) told one pups' emotional backstory.

Marques Brownlee (18.5M), the biggest tech voice in the U.S., created a feature piece on 3DPets.

Brief & Background Around the world, disabled dogs face high euthanasia rates, health challenges, and adoption struggles. “The Invincibles” was an introductory initiative for pets within Apple’s longstanding corporate value of “accessibility for all” - defined by Apple as: “Technology must work for everyone. To help you do what you love — in the ways that work best for you.”

“Shot on iPhone” an unvarnished product-demonstration campaign, pure and simple. The iPhone camera has long been celebrated for the beautiful images it captures, but the brand had never before featured the innovative LiDAR scanning technology built into every iPhone camera system. “The Invincibles” initiative delightfully expands the meaning of “Shot on iPhone" as a campaign.

The effort organically spread on social on Nat’l Dog Day before expanding to broadcast and OOH, touching millions hearts worldwide. 3DPets has now fully rolled out their own partner program, 'PAWviders,' offering iPhone-LiDAR enabled processes within veterinarian facilities. In just 7 months, the business has 15 clinics (and counting) activated across multiple countries.

Around the world, disabled dogs face high euthanasia rates, health challenges, and adoption struggles. "The Invincibles" harnesses Apple’s platforms to spotlight how iPhone’s LiDAR technology can transform lives. A reevaluation of disability. In collaboration with tech start-up 3DPets, the campaign is shot entirely using iPhone and showcases dogs thriving with custom 3D-printed prostheses.

It demonstrates the accessibility and power of the iPhone 14's camera, shaping a new health and tech future, one paw at a time. The Invincibles campaign delightfully expands the meaning of “Shot on iPhone."

Apple believes in iPhone's potential to shape health tech. The effort organically spread on social on Nat’l Dog Day before expanding to broadcast and OOH, touching millions hearts worldwide. 3DPets has now fully rolled out their own partner program, 'PAWviders,' offering iPhone-LiDAR enabled processes within veterinarian facilities. In just 7 months, the business has 15 clinics (and counting) activated across multiple countries.

Creative Idea “Shot on iPhone” an unvarnished product-demonstration campaign, pure and simple. The iPhone camera has long been celebrated for the beautiful images it captures, but the brand had never featured the innovative LiDAR scanning technology built into every iPhone camera system. “The Invincibles” initiative delightfully expands the meaning of “Shot on iPhone" as a campaign.

Working with small business 3DPets, the brand showed that the same iPhone camera that takes photos of our dogs can save their lives.

The campaign was shot entirely using the iPhone 14 camera and featured a real crew of dogs from around the country who are thriving with custom 3D-printed prostheses. The cast of Invincibles – Eve, Poky, Trip, Samson, Cleo, Summer, and Pink – demonstrated the power of the iPhone camera in capturing both stunning shots of playful pups, and creating custom prostheses that allow them to play again. Saving one paw at a time.

Strategy Apple needed to bring attention to the iPhone camera before its biggest moment of the year and push the meaning of Shot on iPhone to both switchers and upgraders alike.

Creatives were tasked with connecting through a global interest that would be relevant to the masses, using creators as media across platforms, and putting a new spin on existing camera features.

With an ambitious objective of increasing U.S.-specific iPhone camera mentions YoY, the team entered uncharted territory and set out to boost camera's reputation.

The brand's Shot on iPhone-specific Instagram community revealed an insight – their most loved content featured animals captured in surprising or unexpected ways. Our ambition was bigger than Instagram, though; we wanted to break out of the platform and make a bigger splash in culture across platforms and in the headlines.

Execution On National Dog Day (US), ‘The Invincibles’ launched around the world to save more dogs’ lives and rally animal lovers and tech fans around heroic dogs that had been helped by 3DPets.

The Invincibles cast took over Apple's Instagram (32.5M) through Shot on iPhone images and videos: a viral Reel melted hearts, a prosthetic process debuted on Stories, and a Carousel highlighted each tripod. Tim Cook shared a video to 14M+ on X, while a mini-documentary on YouTube (18.9M) told one pup's emotional backstory.

Marques Brownlee (18.5M), the biggest tech voice in the U.S., created a feature piece on 3DPets, iPhone, and LiDAR. NYC billboards featured the most heroic portraits —located close to 3DPets' HQ so the cast could visit and share reactions to social.

Global media picked up the story, including People Magazine's feature interview with one Invincible, and an original broadcast spot celebrated National Dog Day (US).

List of Results iPhone camera mentions rose 32% year-over-year, while 3DPets' business transformed overnight: web traffic skyrocketed 54x in the first month, with applications for prostheses increasing by 300%.

'The Invincibles' reached 17.3M viewers globally (61% organic viewership), with web traffic to 3DPets surging 54x in the first month and their Instagram following increasing by 211%.

Turn-around timelines for K9 prosthetics have dropped from 5-6 weeks to 2 weeks, with emergency cases taking only 2-3 days. 3DPets hired a new full-time employee and moved into a new space, tripling their square footage.

3DPets launched "PAWviders," a program offering iPhone-LiDAR enabled processes within veterinarian facilities. In just 7 months, 15 clinics (and counting) have been activated across multiple countries. Their process has disrupted the prosthetic industry by making devices more accessible, accurate, and affordable.

System1, the creative effectiveness testing platform, hailed "The Invincibles" as one of "the world’s happiest ads ever.”