Film, Digital, Mobile

For the first time in their history, Apple was facing competition in one of the markets that they dominated- tablets.

But what Apple had over their challengers were brand zealots. Real people who were telling Apple's story for them by using their devices in never before seen ways. We recognized the power of these stories and set out to capture people who were beautifully, powerfully and poetically using iPad Air.

While this spot never ran, I absolutely loved the edit and poetry of movement.

Consumers could find deeper, richer stories online of the people featured in our film.