The improved storage on iPhone 15 means you no longer have to delete photos. To raise awareness, we created a 30 second film where a selection of photos, destined to be deleted, beg for their lives through song. All to our adapted, neo-r&b track "Don't Let Go" by Grammy winner Terrace Martin.

We've all deleted photos on our iPhones to make more room for storage. In 'Don't Let Me Go', we drew on this hugely relatable insight to tell our storage story, dramatising the sometimes difficult decision of deleting loved ones by having them beg for their lives in song. Hence the track: 'Don't Let Me Go'.

In Don't Let Me Go, a group of photos selected for the trashcan plead with the photographer not to let them go. After the photos come to a climactic chorus, the user removes his thumb from the trashcan icon, gives them mercy, and goes on shooting pictures of his weiner dog. He is after all, an iPhone 15 user with lots of storage.

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.