THE DIGITAL EDIT: JULY
JULY
Welcome back to The Digital Edit – our monthly newsletter focused on making sense of the ever-changing digital landscape. Each month, we’ll distill some of the most notable happenings as well as their wider implications: how they might affect us, the industry, and beyond. We'll also share some of our very own Camron-led digital campaigns and activations.
DIGITAL CAMPAIGN SPOTLIGHT
As part of this year's Worldwide Developer's Conference, Apple announced a new feature in IOS 16 called Safety Check which is designed to help victims of domestic violence. Safety Check allows users to quickly disable sharing of sensitive info, such as location and photos, to devices other than their own. Prominently, the feature also includes a button at the top of the screen labelled 'Quick Exit.' In the case that one's abuser does not allow them privacy, this button is designed to help victims hide that they have been using Safety Check. If one reopens the settings app, it will simply take them back to the default page rather than exposing a potential victims history.
Safety Check is part of a larger push amongst tech companies to stop their products from being used as tools of abuse. Although many large companies have built systems to detect abusive behavior on their platforms, Apple is one of the few tech giants that is publicly working to stop abuse as it is happening. As technology-facilitated stalking and abuse as well as GPS tracking of victims has only worsened over the years, companies like Apple have increasingly partnered with domestic violence organizations to understand how their tools both perpetuate this problem and can offer potential solutions.
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CAMRON'S DIGITAL CAMPAIGNS
Camron Digital recently supported Lexus at Salone Del Mobile 2022 for their second iteration of ON/ Sparks of Tomorrow designed by Germane Barnes in collaboration with Aqua Creations. This installation drew inspiration from Lexus' new fully-electric line of vehicles, centering around a three-dimensional sculptural realization of the Lexus RZ, rendered in steel and illuminated to showcase a more sustainable future coming into focus. Lighting from Aqua Creations further illuminated the vehicle, exhibiting a tactile use of electricity that exemplifies Lexus' commitment to craftsmanship and high-quality materials.?
Our team invited influencers such as @thismintymoment, @kyran_talapbek, and @stracknl to capture unique content that would increase engagement and awareness of the installation. Inspired by Lexus RZ and Lexus Electrified, we also partnered with @whiteabysses to create an interactive Instagram filter of the wireframe car that would serve to support the idea of traveling with the ON/ vehicle and live well beyond activity in Milan.