The branding guide for the iPhone 17 Pro was designed to ensure visual consistency across every element of the project, creating a cohesive and premium identity that aligns with the tone of the video. The foundation of the system is SF Pro, a clean and modern sans-serif typeface known for its clarity and balance—ideal for communicating innovation and precision. The logo layout maintains the sleek minimalism associated with high-end tech, using refined spacing and weight to reinforce a sense of sophistication. The curated color palette—featuring deep charcoal, cosmic orange, and soft metallic neutrals—extends the visual language established in the mood board, bridging product design with brand expression. The result is a unified branding system that feels crisp, elegant, and distinctly futuristic, helping the audience experience the iPhone 17 Pro as a thoughtfully crafted, high-performance device. By maintaining harmony across typography, color, and iconography, this guide establishes a strong visual identity that carries seamlessly through the entire video and presentation.

From the very beginning, I approached the concept with the intention of building a world—not just a video. As Creative Director, I guided the team toward a unified vision: the iPhone 17 Pro suspended in the vastness of space, drifting with purpose, surrounded by the molten flow of liquid titanium. I wanted every frame to feel like a moment of discovery. The liquid metal became a visual metaphor for strength in motion, a reminder that power doesn’t have to be rigid—it can move, adapt, and reshape itself.

Throughout the process, I led the team with a strong cinematic direction, pushing for dramatic lighting, deep contrast, and a sense of weightless elegance. I aligned each collaborator—motion designer, 3D artist, editor, and AI assistance—around the emotional core of the piece. Together, under my direction, we crafted a narrative where the phone emerges not simply as a product, but as a force: resilient, fluid, and boldly futuristic. The result is a visual experience that feels both technological and poetic, shaped through intentional choices and a clear, cohesive creative vision.

Working with my team on this project was an incredibly rewarding experience. Each member—our motion designer, 3D artist, video editor, and AI assistance—brought a level of precision and creativity that elevated the concept far beyond its initial form. From the earliest brainstorming sessions, we all shared a clear understanding of the vision: a cinematic, futuristic world that visually communicated strength, elegance, and innovation. Every person contributed ideas, refined details, and added thoughtful touches that aligned perfectly with the direction I set. Our communication was seamless, our intentions were unified, and the workflow felt natural and inspiring. I’m truly proud of how cohesively we worked together and how each role was executed with clarity and intention. The final outcome reflects not just the concept itself, but the dedication and synergy behind it—and I couldn’t be happier with what we created as a team.