Light Phone is the anti-smartphone. A device designed with limited functionality so people spend less time on it, and more time living life.

But to be the good guys, you’ve got to have some bad guys. So I got to be the bad guys.

First, the bad guys ran a menacing ad campaign.

But who IS the Alliance of Big Tech?

And what do they want?

(Spoiler: It’s an intrusive amount of personal data.)

Luckily, escaping the clutches of the Alliance was easy as hitting “Decline.”

Creative Direction: Nate Moore

Creatives: Jess Joiner, Jake Tieman