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.
Utah Leaders and Locals Rally To Keep Sundance Film Festival In The State
With the 2025 Sundance Film Festival underway, Utah leaders, locals and longtime attendees are making a final push — one that could include paying millions of dollars — to keep the world-renowned film festival as its directors consider uprooting.
Thousands of festivalgoers affixed bright yellow stickers to their winter coats that read "Keep Sundance in Utah" in a last-ditch effort to convince festival leadership and state officials to keep it in Park City, its home of 41 years.
Gov. Spencer Cox said previously that Utah would not throw as much money at the festival as other states hoping to lure it away. Now his office is urging the Legislature to carve out $3 million for Sundance in the state budget, weeks before the independent film festival is expected to pick a home for the next decade.
It could retain a small presence in picturesque Park City and center itself in nearby Salt Lake City, or move to another finalist — Cincinnati, Ohio, or Boulder, Colorado — beginning in 2027.
"Sundance is Utah, and Utah is Sundance. You can't really separate those two," Cox said. "This is your home, and we desperately hope it will be your home forever."
Last year's festival generated about $132 million for the state of Utah, according to Sundance's 2024 economic impact report.
Festival Director Eugene Hernandez told reporters last week that they had not made a final decision. An announcement is expected this year by early spring.
Colorado is trying to further sweeten its offer. The state is considering legislation giving up to $34 million in tax incentives to film festivals like Sundance through 2036 — on top of the $1.5 million in funds already approved to lure the Utah festival to its neighboring... Read More