Skip The Upgrade

Every repair is more than a fix — it’s a small act of resistance.

iFixit is leading the repair revolution with a clear mission: to teach everyone to fix everything. Through community-provided free repair guides, quality parts, toolkits, and advocacy for the Right to Repair, they empower the globe to repair their own devices, keep electronics out of landfills, and push back against a culture built on replacement.

For this campaign, iFixit wanted to create ads that encouraged fixers around the world to skip the upgrade and grow in their repair confidence. The goal was not simply to promote a product — it was to make repair feel approachable and worth choosing.

The creative challenge was authenticity. iFixit’s audience knows the repair world deeply, which meant every detail had to feel accurate — from the tools and workspace to the actions on-screen. Anything that was disconnected from the real repair experience would have been noticed immediately.

We partnered closely with iFixit to source talent within their key demographic, curate a set that felt both grounded and stylized, and develop a shot list that honored the precision of the repair process. Talent was directed to bring their own personality into each scenario, giving the ad real energy and authentic human confidence. iFixit branded posters and patches were thoughtfully brought into the set.

The visual approach was built around a fast, rhythmic sequence of shots, in the style of Edgar Wright — quick brand details, tactile camera movements, and sharp animated transitions designed to pull viewers into the world immediately. Music selection and sound design were then used to heighten the personality of the piece, giving every click, tool movement, and repair step exciting momentum.

The final campaign helped position repair as practical, empowering, and alive — inviting viewers to see fixing not as a last resort, but as a confident act of ownership.