Unicorn Quest

This September, Apple unveiled its flagship iPhone 18 Pro and iPhone 18 Pro Max. To mark the launch, C Spire, an advanced technology company, is launching a new campaign, “Unicorn Quest,” that pairs the new bells and whistles of the iPhone with a very down-to-earth story of how they fuel the imagination and adventure of a dad and his daughter.

Developed in partnership with full-service creative agency Lewis, the campaign elevates regional storytelling through high-production creative that drives awareness, consideration, and customer acquisition.

By grounding the tech debut in C Spire’s distinct regional voice, the work establishes an authentic level of warmth and trust that complements the global brand.

At the heart of the campaign is a hero :30 spot capturing a cinematic moment between a young girl and her father as they explore the woods. When she asks to be a unicorn, they embark on an adventure, using the dad’s iPhone to navigate and capture photos along the way. The journey culminates in a magical encounter with a deer—prompting a photo sent to Mom reading, “We found a unicorn”—before closing on the iPhone 18 Pro and C Spire’s tagline, “There’s more to C.”

Notably, C Spire was the only major U.S. wireless provider to weave the iPhone 18 Pro’s new manual shutter control directly into its core storyline, turning a technological feature into a central narrative element rather than a basic product demonstration.

To ensure strategic alignment, Lewis established three distinct audience personas—Apple Aficionados, Apple Loyalists on a Budget, and Best-in-Class Tech (non-Apple/Android users)—analyzing key touchpoints, media habits, and feature priorities for each.

This audience framework, combined with competitive analysis, informed internal strategic discussions prior to creative concepting.

The campaign is live today across TV/OTT, OOH, digital display, search, social, retail, and web, building on the agency partnership's previous "Like a Boss" Super Bowl campaign.