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.”
CreditsClient Apple Agency TBWAMedia Arts Lab, Los Angeles Production Company Iconoclast Content Megaforce, director; Matias Boucard, DP. VFX Electric Theater Collective (ETC) Animation Analog Studio Audio Mix Lime Studios Editorial Final Cut LA Music Des’ree, “You Gotta Be”
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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