One of the biggest challenges we faced when Apple TV+ started was the lack of presence in the entertainment industry. People knew everything about Apple products, but they didn’t really know what was happening on the TV platform.

With over 27.7M followers, @apple is the strongest presence that Apple has on social media. We partnered with @exploringtheunbeatenpath, a well-known photographer specializing in decaying urban exploration, and sent him to a small town in Georgia called Abkhazia. Inspired by SEE, he captured a series of breathtaking images that demonstrate what life can be in a dystopian future taken by nature.

Ruins turned into a huge success with the 5th highest reach, impressions, and likes of any carousel since launch of @apple, plus it received 200K+ more likes than the benchmark.