TBWA\Media Arts Lab taps into the psyche of college students for Apple Mac, in particular their thrill in taking down know-it-alls. Olivia Wilde adds her flair as a filmmaker in her first project for Apple. The spots trigger emotions from angst to relief – heroing Mac (and the student who uses its features). The films’ striking cinematography is by Oscar-winner Erik Messerschmidt.
Each film underlines a Mac feature important for student life with delightful humour.
Pointed highlights the power of Summarize in Writing Tools to distil massive amounts of information.
Dropped In demonstrates lightning fast AirDrop in Continuity to transfer files.
Mirrored demonstrates iPhone Mirroring that links Apple devices.
Credits:
Agency: TBWA\Media Arts Lab, Los Angeles
Director: Olivia Wilde
Production Company: Anonymous Content
Post-Production Company: Pariah
Editing: Work Editorial
Editor: Rich Orrick
Director of Photography: Erik Messerschmidt
Music Composer: Jerskin Fendrix
