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Apple - Perspective

Apple needed a film to help raise the curtain on their September 2014 keynote event - the one in which they first revealed the Apple Watch.

The perceived lack of innovation from Apple since Steve Jobs' death continued to be a topic in the media at the time.

So, I wrote this manifesto to celebrate the employees and fans who had continued to believe in the Apple brand, despite the naysayers.

It set the stage - literally - for the release of Apple's first new product line since the Jobs era, just moments later.

My role in this was Senior Copywriter. Alongside my creative partner Dimitri Kalagas. And GCDs Chris Ribeiro and Drew Stalker.

Apple needed a film to help raise the curtain on their September 2014 keynote event - the one in which they first revealed the Apple Watch.

The perceived lack of innovation from Apple since Steve Jobs' death continued to be a topic in the media at the time.

So, I wrote this manifesto to celebrate the employees and fans who had continued to believe in the Apple brand, despite the naysayers.

It set the stage - literally - for the release of Apple's first new product line since the Jobs era, just moments later.

My role on this was Senior Copywriter. Alongside creative partner, Dimitri Kalagas.

 

Directed by 1st Avenue Machine.