Apple’s latest back-to-school campaign for Mac consists of three spots–including this one titled “Powered”–directed by Tom Kuntz of MJZ and lensed by Oscar-winning cinematographer Hoyte van Hoytema (Oppenheimer).
Powered takes us to a university where a librarian cautions a student that he’s gone too far loading multiple apps onto his laptop computer. She affirms that he’s “a hot dog in a hurricane” and there’s no saving him from a laptop implosion–that is until he informs her that he’s working on a MacBook Pro that can handle multitasking to the nth degree, accommodating multiple apps, streaming lectures, project editing and the like all at once.
CreditsClient Apple Agency TBWAMedia Arts Lab Production MJZ Tom Kuntz, director; Hoyte Van Hoytema, DP.
TBWA\Media Arts Lab, Directing Team Megaforce Weigh In On Tongue-in-Cheek Apple Film
Directed by Megaforce via production company Iconoclast for agency TBWAMedia Arts Lab in L.A., this Apple film titled "No Sweat" features a weightlifter effortlessly spinning and manipulating massive weights as if they were batons, metaphorically representing the ability of the M4 family of chips--M4, M4 Pro, and M4 Max--to handle the most demanding workloads with ease, all set to Des’ree’s famed music track “You Gotta Be.” [video width="1046" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/11/01112010/M4-chip-No-Sweat-Apple.mp4"][/video] Read More