Noam Murro of Biscuit Filmworks directed this short titled “Break the Routine” for the U.K.’s National Centre for Domestic Violence and independent charity Victim Support. Conceived by J. Walter Thompson, London, this powerful public service piece features a choregraphed enactment of domestic abuse.
The violent dance finally comes to a halt, underscoring the need for those assaulted to seek out help. On average, high-risk victims live with domestic abuse for more than two years before getting specialized assistance. This PSA aims to get victims to reach out for help sooner.
CreditsClient National Centre for Domestic Violence/Victim Support Agency J. Walter Thompson, London Russell Ramsey, executive creative director; Adam Collins, creative director; Charlotte Jude, TV producer. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, managing director; Orlando Wood, exec producer; Charlotte Woodhead, producer; Ed Wild, DP; Sidi Larbi Cherkaoui, choreographer. Editorial Work Editorial Stewart Reeves, editor. Postproduction Electric Theatre Collective LA Sound 750mph Sam Ashwell
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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