Hasta La Creative!

TBWAMedia Arts Lab launched its first big effort for the new iPhone 7, focusing on the phone’s low-light camera in the 60-second broadcast spot “Midnight.”

The spot shows off the new iPhone’s low-light camera via a boy skateboarding around town and taking photos in the middle of the night. Set to “In A Black Out” by Hamilton Leithauser and Rostam, the spot follows the young photographers as he takes shots of moths around a lightbulb, sprinklers going off in a yard (touching on the phone’s water resistance as well), a deer roaming around a gas station and the moon over a cityscape below.

As you would expect from an centering on the phone’s perks for photography, it’s all very beautifully shot. The attention to detail in the lighting and cinematography is a step up from Apple’s usual offerings and the scene is paced well to the musical selection. It’s also not hard to see why Apple and TBWAMAL chose the approach, as the iPhone’s camera has consistently been a selling point for the brand.

“Midnight” made its broadcast debut last night during the Emmy’s and was joined by another spot promoting the iPhone 7, “Morning Ride.” The 30-second, in-house spot gives the water resistance feature center stage. It focuses on a bicyclist preparing to go out on a morning ride, in the middle of a thunderous rainstorm, concluding with the “Perfectly Magic” just as his garage door opens.

Water resistance is also one of the features promoted in “Go Time,” the brand’s in-house production for the Apple Watch Series 2. Set to the Nina Simone classic “Sinnerman,” the spot features a montage of users showing off various features, among them the aforementioned water resistance (up to 50 meters) and built-in GPS. The usual crowd is targeted, with Apple Watch users in the ad including both dedicated workout enthusiasts and young people who just want the latest accessory.

Today TBWAMedia Arts Lab launched “The Human Family,” the latest in its “Shot on an iPhone” campaign for Apple.

The spot takes a different tone then past efforts in the campaign with narration Maya Angelou, who reads from her poem “Human Family.”

In its images as well as the words, the spot celebrates the similarities of that family, underscoring how “We are more alike, my friends, than we are unalike.” Set to a dramatic piano score, Angelou’s narration is paired with a series of images shot, of course, on the iPhone 6S, which represent people’s differences, similarities and human connections.

It’s quite the departure from “Onions,” the 60-second spot TBWAMedia Arts Lab released to promote the iPhone 6S back in April.

At the time, we appreciated that the agency was keeping things light for Apple, but while “The Human Family” takes a more serious approach for the brand, it works. That’s largely thanks to Angelou, whose words and strong narration make what is otherwise just a slide show of photos and video seem like something more substantive.

We do still kind of miss Cookie Monster, though.

TBWA/Media Arts Lab launched a new spot celebrating the popularity of Apple’s iPhone among its userbase, entitled “Loved.”
The spot even claims that “99 percent of people that have an iPhone, love their iPhone,” which it claims makes the device unique. Without going into detail about what sets the device apart, the 30-second spot champions the device as the smart phone to have. It does show off the phone in action, in split-scene shots of two, three, four and then dozens of the device all engaging in related tasks before ending with the unfortunate tagline, “If it’s not an iPhone. It’s not an iPhone.” Still, it would have been nice if TBWA/MAL could have done a little more to point out what exactly makes the phone so “Loved” as the action of the spot is ambiguous and a bit flat. Surely some of those iPhone-lovers could offer some insight into what sets the device apart from the rest. As it is, detractors can point to the lack of substance as indicative that it’s the hype itself that makes people flock to the iPhone, but perhaps TBWA/MAL will get more specific in future ads.

Don’t worry, the future of the species is safe in Apple’s hands—just look at all the ways the iPhone can help you better take care of your kids.

With the right apps and add-ons, it’s a baby monitor, an educational aid, a thermometer and a flashlight to check for monsters under the bed. That, and much more, says a new ad from the brand.

It’s a success insofar as it does what tech ads do at their best—illustrate how products make peoples’ lives better, or at least more convenient. It also covers a lot of ground as far as variety of uses.

But it’s not particularly groundbreaking. Instead it feels like a less-streamlined version of Google Nexus 7’s camping spot from 2012. That story focused on a closer look at a single father-and-son pair. This one, more impressionistic, goes for the we-are-one-world vibe that is becoming familiar in Apple’s advertising.

Here, that includes undertones that the brand’s technology is a great unifying force at the heart of what really matters most: the children. Subtle as it may be, it does have a certain degree of power as an evolutionary sales pitch.

Strip that away, and it’s not telling us much we haven’t known for a while. Even as Apple has steadied its advertising over the past year, it’s still celebrating, if very respectably, how Apple changed the world years ago. 

O nível da customização da moda acaba de subir mais um degrauzinho. A Adidas anunciou em seu Instagram que irá liberar em breve um app que permite estampar tênis usando imagens do seu celular.

O serviço, chamado de ‘Miadidas’, vai ajudar a colocar em um par de Adidas ZX Flux a sua fotografia favorita, criando um item fashion exclusivo e personalizado. O app deverá ser liberado em agosto, e vai funcionar tanto para iPhones quanto para smartphones com Android.

Não ficou claro, contudo, se a iniciativa será internacional. Nos EUA, um par de ZX Flux custa em média 90 dólares, e a expectativa é que os tênis da linha que forem customizados não ultrapassem a marca de 200 dólares. No Brasil, o mesmo par custa quase 400 reais, o que faria com que o modelo customizado pudesse facilmente chegar à exorbitante marca de 1 mil reais.

Outro detalhe é que, apesar da personalização ser interessante e chamar a atenção, fico imaginando o show de horrores de imagens de comida sendo estampadas em tênis, ou de gente tentando colocar retratos como estampa para o calçado. O negócio é esperar agosto chegar para ver quais serão as criações dos fãs da marca.

Post originalmente publicado no Brainstorm #9
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A Apple está investindo pesado na comunicação do iPhone 5C. Em Londres há diversos painéis e cartazes com “close-ups” do produto exibindo suas cores chamativas. Não há como não se destacar da publicidade padrão.

Aproveitando o design icônico de suas capinhas oficiais (que estão ajudando muito a vender o iPhone 5C), eles lançaram um Tumblr cheio de animaçõezinhas curtas, divertidas e milimetricamente bem executadas com as bolinhas que nem nesses Cases. (veja uma delas acima e o restante aqui)

O idéia de criar “dezenas de combinações de cores diferentes” é muito boa e talvez esteja resgatando um pouco do que a Apple sempre fez com primor: design original. E esse Tumblr tem a comunicação perfeita pra divulgar isso 🙂

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Le photographe new-yorkais Sam Alive s’amuse à jouer avec l’écran de son smartphone qu’il photographie, permettant ainsi avec une double lecture de dévoiler un décor caché derrière l’appareil. Une idée simple mais bien exécutée dont une sélection est à découvrir dans la suite de l’article.

Para ajudar a promover o retorno da série de TV Bates Motel – que reimagina o protagonista de Psicose, Norman Bates, enquanto jovem – TVGla adicionou elementos interativos e transmídia no website da série.

Usando o web aplicativo de lanterna via iPhone é possível navegar nos cantos escuros do motel, recriado no site. Este mundo virtual, inclusive, foi composto com filmagens do cenário verdadeiro visando passar uma experiência mais real e envolvente.

Para conectar o iPhone com o site, basta começar a navegar pelo motel com o mouse e, quando os quartos e caminhos ficarem escuros, seguir as instruções: entrar em bit.ly/bateslight pelo navegador no celular, inserir o código gerado, testar sua lanterna e começar a circular. O dispositivo passa a ser, então, o controle de navegação no site, apontando a direção e iluminando cada detalhe escondido.

A reformulação do site foi criada pensando em manter a mesma temática, estética e clima do seriado, sempre com o objetivo de criar um ambiente imersível e pelo qual valesse a pena sacar o celular e ligar a lanterna.

A criação usa linguagem HTML5 para criar um diálogo com o recurso do iPhone e torná-lo um controle da experiência do usuário.

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Depois de mais de um ano desde o último episódio da ótima série “Everything is a Remix”, Kirby Ferguson retorna com um estudo sobre diversos elementos que influenciaram a criação do iPhone.

Algo revolucionário em 2007, mas construído baseado em diversos objetos do dia a dia, garantindo assim uma experiência familiar com o smartphone. Resumindo: A Apple “copiou” interfaces clássicas e tecnologias já existentes, e todos que a copiaram depois provavelmente nem se deram conta disso.

Não são afirmações novas, mas, como de costume, apresentadas de forma visual e esclarecedora por Ferguson. O vídeo não tem legendas, e exige um bom entendimento de inglês.

Post originalmente publicado no Brainstorm #9
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