In the first Apple spot released since the passing of Steve Jobs, people from all walks of life are seen interacting with the new Apple iPhone 4S, asking it questions (What’s a weasel look like? How do you tie a bowtie?), instructing it to provide reminders (buy milk after work, change my 3 p.m. appointment to 4 p.m.) as well as entertainment (play some Coltrane), inform others (tell my wife I’m going to make it home on time), and find help (a list of nearby locksmiths for a woman locked out of her house, road assistance for a flat tire).
Aptly titled “Assistant,” the commercial shows that users can connect with their phone via verbal instructions, and get verbal and on-screen feedback. The creative ensemble from agency TBWA\Media Arts Lab included chief creative officer Duncan Milner, executive creative director Eric Grunbaum, exec creative director/art director Scott Trattner, group creative director Chuck Monn, creative directors Demian Oliveira and Chris Ribeiro, associate creative director/art director Paula Cristalli, associate creative directors/copywriters Claire Morrisey and Ted Kapusta, art directors Paul Wysocan and Parker Grant, and producers Mallory Gordon, Alexis Stember and Christopher Shaw.
Mark Romanek of Anonymous Content directed the spot, which was shot by DPs Harris Savides and Sal Totino.
Jared Coller of Nomad Editing Company cut “Assistant.” Lead Flame artist was Ben Gibbs of D-Train.
AD&Co. Launches Studio A; Davida Hall To Head New Venture As Sr. Director of Creative Content
Female-founded and led creative marketing agency AD&Co. has opened Studio A. The new venture will serve as AD&Co.’s in-house social brand content division, focused on developing and producing digital programming for advertising, social media, and influencer marketing campaigns designed to reach today’s audiences on the most popular and pivotal platforms. Davida Hall has been named to head Studio A as sr. director of creative content. She shifts over from AD&Co. where she held the same title since December 2023. Hall’s affiliations prior to AD&Co. include PopSugar and Studio71.
Amy Demas, founder and chief creative officer of AD&Co., said, “We understand content is king-—or queen—and that our clients need to engage their customer communities where they live. That inspired the logical expansion of AD&Co with Studio A, which is committed to producing only the most engaging and authentic brand stories.”
Studio A will harness both AD&Co’s and Hall’s deep expertise in the lifestyle sector, as content creators and avid consumers. Specializing in reaching audiences where they spend their time, the studio is immersed in social media, pop culture, and current trends, expertly crafting visuals, language, and storytelling to reinforce client brand identities and cut through the noise.
Studio A debuts with the “This Is Me” campaign for Love + Craft + Beauty, a brand dedicated to embracing and promoting diversity within the beauty space. “This Is Me” highlights Gen Z’s affinity for radical self-expression that allows individuals to tell their own stories, free from labels, using beauty and fashion as tools of authenticity. The campaign showcases models celebrating their unique qualities to present... Read More