Apple ipad air - global launch
For the first time in its history, Apple faced real competition in one of the markets that it dominated- tablets. But what Apple had over its challengers were true brand zealots. Real people using their devices in never before seen ways. We recognized the power of these stories and leveraged Apple’s ‘creation over consumption’ core value by featuring people who were beautifully and poetically using iPad Air.
This project was immense in a way that’s difficult to articulate. We filmed over 33 days in eleven countries across four continents (the finished product aired in 20 countries). Because these were all real stories about real people, the amount of content we generated allowed us to dive deeper into each individual journey. We then created a sort of entertainment journalism docu-series housed on Apple’s site. The campaign was rich enough (and successful) they continued to create new episodes two years after my contract with them ended.
