iPad. Not a Computer.

Role: Group Creative Director

Media: Event/Online Film

Apple/Cr: Hamish Pinnell, Callum Spencer, Etiennes Desclides

iPad felt to us like a challenger, much like Mac had been back in the day, except now computers and laptops were the ’enemy’. We wanted people to see iPad as something more flexible, more versatile and more rule-breaking than the world of computers. Understandably it was a polarizing strategy within Apple so I was pleased when the following event film, which states it boldly, was well received.