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.
Oscar Shortlists Unveiled Across 10 Categories
The Selena Gomez ballad "Mi Camino," the Will Ferrell and Harper Steele road trip documentary "Will & Harper" and Trent Reznor and Atticus Ross's pulsating "Challengers" score are one step closer to an Oscar nomination. The Academy of Motion Picture Arts and Sciences unveiled shortlists in 10 categories Tuesday, including for documentary, international feature, best song and score. Two musicals, "Emilia Pérez" and "Wicked," were well represented in the categories. Netflix's audacious transgender drug-lord drama "Emilia Pérez" was most named, advancing in international feature, original score, two original songs including "Mi Camino" and "El Mal" (performed by Zoe Saldaña), sound and hair and makeup. "Wicked" also moved forward in several categories, like hair and makeup, original score, sound and visual effects. The adaptation of the Broadway musical did not include original songs and therefore wasn't eligible in that category. The song semifinalists include several notable artists, like Pharrell Williams for "Piece by Piece," Lainey Wilson for her "Twisters" song "Out of Oklahoma," Elton John and Brandi Carlile for "Never Too Late" and Robbie Williams for "Forbidden Road" from "Better Man." Diane Warren may also be heading for a 16th nomination for her song from "The Six Triple Eight." Nicholas Britell's "Winter Coat," performed by Saoirse Ronan in "Blitz," was also included, as was Lin-Manuel Miranda's "Tell Me It's You" from "Mufasa: The Lion King," performed by Aaron Pierre and Tiffany Boone. Among the 15 documentaries eligible for nominations are "The Bibi Files,""Daughters," "Eno," "Frida,""The Remarkable Life of Ibelin," "Dahomey," "Union," "Porcelain War" and "No Other Land." There are also 15 international features advancing, including... Read More