For 'Don't Let Me Go', the brief was to write a film that communicated the improved storage of iPhone 15. We tapped into what people most commonly associate with phone storage and how they go about free'ing it up: by deleting photos. But rather than just showing the internal dilemma of deleting pictures of loved ones, we took it a step further by having those photos beg for their lives... in song. All to our rearranged and highly addictive track by Grammy winning producer Terrace Martin, 'Don't Let Go'.

As with all of iPhone's Relax campaigns, we needed a track that would immediately telegraph the inner monologue of the main character. In this film, our main character is in the process of deleting pictures of loved ones. 'Don't Let Go' by Terrace Martin was perfect to show how he might be feeling. Plus, the oddness of the chorus sound - layers and layers of vocoder / talkbox harmony - provided a humorous voice for the begging photos.

We worked closely Terrace's team behind the original song to produce a new version of the track with a slight lyric change, larger vocal chorus and a quicker payoff. The lyrics were obviously an important aspect but the melancholic mood and desperation of the track was the cherry on top.

We are so grateful to Sony ATV, BMG and Mr Talkbox for their collaboration.

Consumer perception about the iPhone 15's storage improved.

Apple doesn’t provide sale numbers.