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Apple’s analytical auction house
The technology company’s new spot brings to life an imagined version of a data selling reality.
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Credits
powered by
- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company SMUGGLER
- Director Ivan Zacharias
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Credits
powered by
- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company SMUGGLER
- Director Ivan Zacharias
- Edit Company Whitehouse Post/Los Angeles
- Editor Filip Malasek
- DP Jan Velicky
- Production Designer Lucie Amosse
Credits powered by
Credits
powered by
- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company SMUGGLER
- Director Ivan Zacharias
- Edit Company Whitehouse Post/Los Angeles
- Editor Filip Malasek
- DP Jan Velicky
- Production Designer Lucie Amosse
“It’s not creepy, it’s commerce!” exclaims the auctioneer in SMUGGLER’s new film, Data Auction, directed by Ivan Zachariáš for Apple, which acts as an over exaggeration of the truth behind data selling.
Promoting the data protection that Apple provides through its technology, the film shows the auctioneering of locations and contacts, as well as other personal assets, showing a frightening reality behind what happens to our data without us even knowing.
Using fantastical costumes and an intricate set, the campaign is a comic and disturbing reminder of the asset that is personal data.
