Friends come and go–but mostly the latter when the going gets tough. Before our eyes, a roomful of friends dwindles down when a voiceover identifies those who are willing to just hang out, others who will help during a move and finally the one solitary friend remaining who will help his buddy deal with mental illness.
Credits
Agency: Grey | New York Tim Mellors, chief creative director, Grey North America; Rob Baiocco, creative director; Roger Wong, art director; Ben Seldon, copywriter; Eric Tao, producer. Production Company: MJZ Clay Williams, director; David Zander, executive producer; Andre Pienaar, DP. Radke Films, Toronto. Scott Mackenzie, executive producer; Ken Eggett, producer. Editorial: Red Car Jerry Fried, editor. Postproduction: Nice Shoes Chris Ryan, colorist. Visual Effects: Red Car David Sullivan, effects artist. Music: Karma Groove, New York Gary Schreiner, composer/arranger. Audio: audioEngine Carl Mandelbaum, mixer.
Screenwork Type:Best Work
We Have Liftoff: iPhone Chips In With NASA-Style Launch In Spot Directed By Tom Hooper For TBWAMedia Arts Lab L.A.
This Apple spot launches with its premise centering on a NASA-style launch of its own--the countdown culminating in the liftoff of an iPhone featuring the A18 Pro chip. That’s the most powerful chip ever used in an iPhone.
Directed by Oscar winner Tom Hooper (The King’s Speech) via production company SMUGGLER for agency TBWAMedia Arts Lab, Los Angeles, the commercial--titled “All Systems Pro”--recreates a NASA-like mission control room where the final moments ‘til launch are chronicled. Mission controllers and engineers are about to send to the stratosphere an A18 Pro chip-equipped iPhone 16 Pro with features ranging from Apple Intelligence to next-level gaming and an advanced camera system.
The space mission goes off without a hitch, a testament to the kind of precision in the A18 Pro chip, which represents a major leap forward in mobile computing performance.
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