Register

    Apple and Director Derek Cianfrance Race For Accessibility In “The Relay”

    By SHOOTNo Comments430 Views

    Created by Apple’s in-house team and directed by Derek Cianfrance (Sound of Metal, Blue Valentine) via RadicalMedia, this film titled The Relay chronicles eight stellar athletes–some with, others without physical disabilities–who come together to train and compete.

    The four-stage relay reflects the beauty of accessibility as athletes–no matter their situation and physical status–toe the same starting line and end up zipping past the same finish line. The lineup of competitors includes a cyclist with an upper limb difference, a wheelchair racer, a low-vision swimmer, and a blade runner. Several of the athletes could very well end up on the global stage in 2028 at the Olympics in Los Angeles.

    During the course of their training, we see the athletes deploy Apple products–including the Workout app on Apple Watch, sleep metrics, daily exercise goals, and the capability to record and analyze their performances on iPad and Mac.

     

    Credits

    Client Apple Agency Apple Production Company RadicalMedia Derek Cianfrance, director

    Media Type:Film: Short
    Video Tags:AppleDerek CianfranceRadicalMedia



    Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker

    Thursday, December 19, 2024

    Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.” Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys. “The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More

    MySHOOT Profiles


    Add A Comment