Apple crushes it with new iPad spot
Showcasing the wafer-thin new gadget, Iconoclast's Vania & Muggia take an industrial crusher to a smorgasbord of creative tools.
)
Credits
powered by
-
- Production Company Iconoclast
- Director Vania & Muggia
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Production Company Iconoclast
- Director Vania & Muggia
- Post Production a52
- DP James Laxton
- Editor Leo Scott
- Sound Desing/Mixer Jon Shamieh
Credits
powered by
- Production Company Iconoclast
- Director Vania & Muggia
- Post Production a52
- DP James Laxton
- Editor Leo Scott
- Sound Desing/Mixer Jon Shamieh
Sometimes, the simplest (on paper) solutions to a creative brief can be the most effective: How do you show the volume of goodies that can be crammed into the latest gadget? Crush it flat as paper...
Taking all of the elements that make Apple's iPad a desirable creative tool (musical instruments for Logic, paint and art supplies for Procreate, editing tools for Final Cut) and squishing them flat as a pancake, Crush! is the latest execution from Apple's in-house agency, which uses filmmaking craft to beautifully demonstrate a clear POV.
Directed by Iconoclast's Vania & Muggia, who clearly take delight in the minutia of exploding objects, this well-designed piece irons out any ambiguity around the key selling point and flattens the competition in the process.
