In the digital age, freedom means navigating life’s challenges with confidence. Tech21 products allow you to live worry-free, ensuring your phone is as resilient as your spirit.
Imagine having a front row seat at NYFW, your designs are coming down the runway and the Camera Control button is working overtime. You’re customising to get that perfect shot and with Tech21 in hand to cover your device, that steady shot is manageable, drops are protected, and each snap is a winner.
To celebrate that freedom and the release of the iPhone 16 series, we set sight on achieving a campaign that would celebrate that freedom. Our Freedom campaign is not just about showcasing products; it’s about empowering individuals to express themselves authentically. Each case serves as a canvas for self-expression, reminding users that they can embrace life’s adventures without fear of damaging their devices.
Capturing Freedom with Ilka & Franz
Picture this: hands—those unsung heroes—cradling Tech21 cases, ready to seize the spontaneity of life’s fleeting moments. Our latest campaign captures this essence, drawing inspiration from the diverse lifestyles that shape our world. With the help of London-based duo Ilka & Franz, renowned for their artistry that weaves vibrant threads of colour and meaning, we’ve crafted a visual narrative that goes beyond product features and inches closer to the rhythms of daily life.
“Ilka & Franz have a signature style, using simple compositions. With every detail from the model’s nail polish to the prop use and styling, each is carefully chosen for a reason. Their approach stands out in terms of human characteristics; it’s less product-focused, capturing the freedom that our products offer in terms of self-expression and protection,” shares Daniel Marson, our Lead Designer.
We didn’t want to be just another marketing campaign; we wanted to make it count. By leaning into our humanity, we created relatable personas, foregoing the sludge of typical ads. “Our campaign is distinct because it emphasises human characteristics and authenticity over a purely product-focused narrative. We capture the freedom our products provide for self-expression and protection, allowing consumers to connect on a personal level,” Marson continues.
Our campaign unfolds in three dynamic phases, each designed to showcase the freedom our cases provide:
Phase 1: Hands Have a Story to Tell
Here, we highlight the stories told through hands—the unfiltered expressions of life’s experiences. Close-up shots capture the unique ways individuals interact with our cases, revealing that every user is different.
Phase 2: The People Behind the Hands
This phase pans out, introducing the personalities behind those hands. By showcasing real people and their journeys, we aim to foster a deeper connection with our audience, illustrating how Tech21 fits seamlessly into their lives.
Phase 3: The Places and Spaces
Finally, we emphasize how our cases integrate into the diverse activities and adventures of our users. From spontaneous outings to everyday tasks, Tech21 cases offer protection and style in any setting.
“Ilka & Franz were seamless collaborators who grasped the brief from the outset. On production day, their attentive crew maximised every moment with our personas, allowing for playful compositions while keeping everything on schedule,” Marson adds.
While many brands prioritise aesthetics alone, we aim for a harmonious balance—combining striking design with the very essence of our products: unbeatable protection that respects the environment.
Finding Freedom in Every Moment
As we look ahead, we’re excited to explore the concept of freedom in various forms—through creativity, travel, and professional life—and how Tech21 products enhance these experiences. Each initiative will highlight different aspects of freedom, showcasing how our products support your journey.
We invite you to share your Tech21 stories and connect with our community on social. While we’ve introduced various personas in our campaign, we recognise that there are countless more we have yet to tap into. How does Tech21 help you live freely?