Apple has unveiled its latest campaign, featuring three new ad spots set on college campuses. Each short introduces the audience to a host of characters who think they’ve seen it all until they witness how students are using their Macs to get work done more efficiently.
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All the videos take a creepy and horror-inspired tone, which is a stark difference from the sunshine-laden upbeat Pedro Pascal spot Apple released earlier this year.
The work comes from Don’t Worry Darling filmmaker Olivia Wilde, who makes her debut for the brand. Wilde is no stranger to commercial work, having previously worked with Amazon two years ago on its ‘Tache’ ad.
Oscar-winning cinematographer Erik Messerschmidt, known for Gone Girl, worked alongside Wilde on the project.
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Credits
Agency: TBWA\Media Arts Lab, Los Angeles
Director: Olivia Wilde
Production company: Anonymous Content
Post-roduction company: Pariah
Editing: Work Editorial (Rich Orrick, Editor)
Director of photography: Erik Messerschmidt
Music: Jerskin Fendrix, Composer
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