Marketing Matlab on Instagram: "In 2020, Apple introduced the iPhone 12 with a simple but deliberate test of trust. Created by TBWA\Media Arts Lab and directed by Tom Kuntz, the “Fumble” commercial avoided specifications and slow-motion demos to highlight Apple’s new Ceramic Shield, claimed to offer four times better drop performance. Instead of explaining the technology, the film focused on a familiar fear dropping a phone in public. The narrative builds tension as the device narrowly avoids im