The new 'computery' features of iOS11 solidified iPad Pro as a viable PC alternative. But iPad Pro is no computer. It's a whole new kind of tool that fits our modern way of living and working in ways traditional laptops do not.
In addition to our :60 and :30 global TVC spots, we worked with Apple to overhaul the presentation of iPad Pro on apple.com. Here, a series of mini-films, created to feel like extensions of our TVC, demonstrate iPad Pro’s “new way of computing” with more product-focused specificity.
What's a Computer?
apple.com | mini-films
We Hear You
"We Hear You" | Global TVC + Digital
The topic of whether or not the iPad Pro should be considered a ‘computer’ has sparked a global debate on social media. To play off this debate, we turned to Twitter to find people tweeting about tech-related frustrations. We then used these real tweets to create a campaign of :15 spots that presented iPad Pro as a solution to their tech gripes.
iPad Pro "A Whole New Kind of Computer"
iPad Pro "A New Kind of Power"
iPad Pro "So Many Things to Love"
iPad Pro "The Amazing Pencil"
“Forget Passwords” | Digital Campaign
We’re all familiar with the modern struggle of remembering our passwords. Thankfully, Face ID on iPhone X can remember them for you. So go ahead and forget your weird, complicated, hard-to-remember login information for good.
iPhone X - Forget Passwords
iPhone X - Forget Complicated Passwords
iPhone X - Forget Weird Passwords
iPhone X - Forget Remembering Passwords
iPhone X - Forget Remembering Passwords
The new iPad
iPad + Apple Pencil | Social Films
To tell the world the new iPad works with Apple Pencil, we created a series of :15 films for Instagram and Twitter that, at first glance, appear to be static ads. But as a person continues to scroll down their feed, the camera pulls out to reveal the static image is actually living within an app on the screen of the iPad–giving people an unexpected demo of the new iPad + Apple Pencil at work.
Apple Pencil + Keynote
Apple Pencil + Markup
Apple Pencil + Notes
Apple Pencil + Photos
“Music Made Me Do It” Social + Digital Campaign
Music is a powerful force. It affects our thoughts, our emotions, our actions and ultimately, leaves us with amazing stories to tell. It's these stories that SOL REPUBLIC wants to inspire and celebrate through their first-ever "Music Made Me Do It" brand campaign.
To launch the campaign, we gave SOL REPUBLIC a new brand manifesto, logo, and visual identity.
Music Made Me Do It | Launch Film
Each of the eleven vignettes in our manifesto film were extended to become individual :15 web films, shared and seeded through various media platforms and influencers.
SOL REPUBLIC’s homepage was a ‘MMMDI’ content hub during launch.
Within weeks after launch, the "Music Made Me Do It" badge spread across content and experiences – manifesting itself into swag, contests, events, and thousands of bite sized stories that were created and shared by music lovers everywhere.
“MMMDI: Michael Phelps” | Digital Film
Following the launch SOL REPUBLIC's "Music Made Me Do It" campaign, we teamed up with Eskimo Production to capture the 'Music Made Me Do It' story of one of the brand's most influential advocates – Olympian Michael Phelps.
Michael Phelps for SOL REPUBLIC
Note 3 + Gear Global Launch
2:50 TVC | Samsung Note 3 + Gear Global Launch
For Samsung’s first wearable tech product launch, we wanted to balance the pixel-perfect product shots of the new devices with a timeless story of innovation. This film celebrates the imaginative ‘tinkerer’ spirit behind this milestone in tech advancement–a spirit Samsung values deeply.
Samsung GALAXY Note 3
Samsung Note 3 Global Launch Film
Samsung Galaxy Note 3 + Gear
Global Print & OOH Campaign
Just as the Galaxy Note 3 + Gear launch film brought a ‘human’ story to Samsung’s milestone tech launch, so did the print and out of home campaign that followed. We worked with legendary photographer Sandro Miller to capture the phone and watch in a series of hands that told a character story.
“Retrain Your Brain” | TVC
If you haven't switched to Virgin Mobile, it's not your fault. It's your brain's fault – it's clearly holding you back from believing this deal is really as good as it sounds. Wayne Coyne (of The Flaming Lips) helps you "Retrain Your Brain!" and switch to Virgin.
“Cap Dance” TVC
With 140 calories in a single 12 oz. bottle, Coca-Cola has come under scrutiny as a leading cause of child obesity in North America. To reframe the debate, we challenged teens to get up off the couch and use the calories in their Coke as energy to create something amazing. Something like “Cap-Dancing,” the first in a series of Coca-Cola inspired activities.
Coca-Cola "Cap Dance" TVC
“Bike Like a New Yorker” | OOH
The decision made by Transportation Authorities to implement a bike-share program in NYC sparked a heated reaction from all camps of New York commuters.
Mother NY was asked to contribute to the conversation by helping Bike NYC communicate a sentiment shared by the city's diverse cyclists: "The streets of New York belong to us, too."
The billboard campaign directed viewers to BIKENYC.ORG – a website dedicated to informing and uniting New York's biking community.
Agency: Mother | Designer: Ben Rudlin, Photographer: Jason Leiva, Copywriter: Richard Langhorn
Bacardi 150 Years
“Bacardi: 150 Years” | Digital Films
Bacardi Rum has partied through natural disasters, family sickness, a distillery bat infestation, The Spanish-American War and The Prohibition Era. So to mark Bacardi’s 150 year milestone, we created films honoring their storied past.
The Rum of the Bat
The Cuba Libre
Concept Products Ideation + Design
Still for Japan
A Message to Japan | Digital + OOH + TVC (Japan)
On March 11, 2011, a tsunami devastated the northern region of Japan. Ten days later, we had the chance to help the world let the Japanese people know that they were not alone.
We created stillforjapan.com, a website that allowed people to donate their time and thoughts to the people of Japan, rather than their money. The only way to see the website was to be still for 60 seconds – no typing or clicking. During the minute of inactivity, a sun would rise onscreen. When the viewer's one minute donation was complete, they could read information about the disaster, invite others to participate, or donate another minute of stillness.
The initial goal of the campaign is to reach 180,000 minutes of stillness, one for every dead, injured, missed, orphaned, homeless and radiation victim of the tragic disaster. The goal was reached soon after the site launched.
Our TV spot ran on donated airtime across Japanese networks in the months following, inviting the people of Japan to visit the site to see the minutes of stillness and messages of strength from strangers around the globe.
Credits: TVC Produced by Mirada/Motion Theory of Los Angeles, original music by Michael Montes of Sacred Noise NY. Activation Credits: PR firm DiGennaro Communications, McKinney, Clear Channel Spectacolor, Clear Channel Radio NY, and the Association of Independent Commercial Producers.
Contextual film explaining the "Still for Japan" initiative which ran in Times Square.
“The World Awaits Japan’s Sunrise” | TVC running in Japan following the launch and PR push of the StillforJapan website.
Lexus | TVC
“Golden Opportunity Sales Event”
At Lexus, we earn the Gold Standard by breaking rules, cutting corners, and taking our eyes off the road...
*Responsible for concept & language, not Art Direction. Copywriter: Alex Smulian | Art Director: Caroline Dunivant
Lucky NY Party Invitation
Lucky NYC | Party Invite
Every party needs an invitation. We created one that leaned in to Lucky’s twisted sense of humor.