apPLE ·iPhone
Why I Switched to
Iphone

Senior Digital Producer
Mediamonks Mexico in collaboration with MAL (Media Arts Lab) & Adrenorama
Digital Campaign

THE BACKGROUND

Device switch campaigns live or die on credibility. Apple needed real people to tell authentic stories about switching to iPhone in Mexico , but 'real people' in advertising is a category the audience has learned to distrust. The challenge: how do you find and activate narrators who are genuinely believable, not just demographically representative? Spoiler alert: this wasn’t your average casting.

THE INSIGHT THAT UNLOCKED IT

Most casting processes look for relatability, people who look like the audience. I approached it differently: credibility comes not from who you are, but from why your switch story makes cultural sense. I brought in a sociological analysis of Mexican tech adoption behaviour and a data agency to map real user typologies, people whose device switch had a legible, culturally resonant rationale. The insight: authenticity isn't a personality trait, it's was a structural quality of the story.

WHAT I DID

Developed the narrator strategy and typology framework, partnering with MAL and Adrenorama (sociology and data agencies) to define the user profiles whose switch stories would carry genuine credibility. Created the selection criteria and rationale framework used to identify, evaluate and brief the final narrators. This work directly shaped real-user selection across the campaign.

THE IDEA IT BECAME

A typology-led creator selection model: each narrator was chosen not for audience size or look, but for the cultural coherence of their switch story. Three distinct user archetypes, each with a different relationship to technology and a different reason for switching, making the campaign feel genuinely diverse rather than demographically ticked.