Apple — Tracked

A campaign designed to highlight Apple's innovative efforts to protect our online privacy, "Tracked" brings to life the invasiveness of data tracking in our everyday lives through a maddening and metaphorical adventure. 

The film directed by Rupert Sanders follows a young man throughout his day as a crowd of people personifying apps and data brokers track him, all vying for his personal information. Overwhelmed by the unrelenting scavengers, he uses his iPhone to decline the App Tracking Transparency request for apps to track him. In a moment of epic empowerment and visual magic, the data brokers begin to forcefully vanish into small pixels, ultimately restoring his privacy.

With over 27 million views on Youtube alone, "Tracked" set the responsibility standard for in-app data collection while catapulting Apple to the forefront of the privacy conversation.


D&AD Wood Pencil, One Show 2x Shortlist, Creativity Editor's Pick of the Day


Privacy. That's iPhone.


We created iconic visuals throughout the world that illustrated how iPhone keeps your personal info private. I was able to pay homage to my grandmom by creating one of the first Apple billboards with Hispanic casting.  


Geo Panch is a creative art director based in Los Angeles — CA.

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