As director, Martin Scorsese, muses in Apple’s latest video ad, "Every scene is a lesson.Every shot is a school. Let the learning continue."
Shot entirely on an iPad Air 2 and debuting on the same day as the Academy Awards Ceremony, the ad follows students from the Los Angeles County High School of the Arts as they shoot, edit, write and score their own short films.
Through a series of colourful and dynamic scenes, Apple demonstrates the diverse nature of both film-making and the capabilities of the iPad.
Whether it’s a young woman finding self-acceptance through dance, or a film based on model airplanes inspired by a friend, the brand associates its product with simplicity, diversity and creativity.
A slow piano score, combined with strong narration from Scorsese, gives the ad a high production value, drawing in budding film-makers and enthusiasts.
By concentrating on individuals from various walks of life, the ad appeals to a global audience and positions the iPad as the definitive tool for independent filmmakers around the world. The global nature of the ad and its timely release explains why it has clocked up almost a million views in the first two days.
For those wanting to find out more about the film-makers, Apple has also created a dedicated page on their site, profiling each of the students of LACHSA. Apple’s latest campaign succeeds in inspiring both a younger audience to get creative and the older generation to facilitate them.
However, whilst the video serves to inspire and is successful at highlighting the ease at which one can make a movie, it is a little self indulgent and lacks humour, which could explain why the video has only generated 1,000 shares since its release.