Apple Music has released a longform piece taking us behind the scenes of Usher’s Super Bowl LVII Halftime Show, all shot on iPhone 15. About 40+ iPhones were rigged to the stage, sewn into wardrobe, and placed in instruments to provide distinctive perspectives on the making of the extravaganza.
Mike Carson directed the 10-minute film via production house HPLA for agency TBWAMedia Arts Lab.
Client Apple Agency TBWAMedia Arts Lab Production Company HPLA Mike Carson, director. Editorial Cartel Editorial Finishing Trafik Music “Caught Up!” by USHER; “My Boo” by USHER, Alicia Keys; “OMG” by USHER, will.i.am; “Yeah!” by USHER, Ludacris, Lil Jon
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
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