Crush was a striking demonstration of the power of the iPad. Sadly, the takeout was that it depicted crushing technology and showing technology overriding human creativity. On the plus side, it received a lot of attention. On the down side, much of that was negative. Then a Chinese creative improved it by reversing it and Samsung mocked it in a carpe diem.
Apple is hoping to fare better with a second iPad film that puts human creators front and centre. Worlds made on iPad presents (on one screen) three creative interpretations of actress Sofia Wylie running, jumping and dancing by animators at Hornet, Natalie Labarre, Jay & Jin and Eric Lane.
Wylie recorded her footage on a green screen and the animators created scenes to match, using the iPad Pro and the new Apple Pencil Pro. The live action director on the spot was Bennett Johnson, also of Hornet. The spot is set to Concentrate by Billy Lemos, featuring Dua Saleh.
