The Light Phone is competing with some of the most well-designed and best-made technology in the world. Smartphones are very useful and people have a hard time imagining their life without one.
Our relationship with technology is unhealthy — the CDC is making recommendations for limits on screen time. We needed to treat it like the addiction it was, and telling people to quit wouldn’t work.
The move in tech is to get competitive, but that's not the Light ethos. So we took a more complimentary approach and targeted a certain outspoken tech giant we though might really like what we were doing.
“Head-turning, confident, (mildly aggressive), and fun creative work.”
We used mass communications to have a conversation with one person: Tim Cook. We said we agree with Tim so much so that we even made the thing he was talking about. Maybe he should give it a try.
We made a pop-up “App Store”, where we brought to life all of the apps we know on our smartphones that we used to never need.