Apple Adds Two New Verses

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By Erik Oster Comment

Apple has added two new spots to its ongoing “Your Verse” campaign: “Jason’s Verse” and “Yaoband’s Verse.”

The “Your Verse” campaign, as you might remember, debuted in January with an anthem ad featuring the sadly recently deceased Robin Williams’ recitation of Walt Whitman’s “O Me! O Life!” (from which the campaign gets its title) from the film Dead Poets Society. It was also notable for being produced in-house, without the aid of Apple’s agency, TBWA/Media Arts Lab, as were the follow-up verses.

Apple’s latest additions to the campaign aim to continue the inspirational tone with two new stories. “Jason’s Verse” follows Detroit resident Jason Hall as he attempts to revitalize the Detroit community through his Slow Roll. What begins as a solitary bike ride turns into a weekly event drawing thousands, with Jason’s iPad Air helping him get word out to the community and build Slow Roll into a sort of institution.

“Yaoband’s Verse,” meanwhile, sees a Beijing electro-pop group’s using their iPad Air for everything from sound-sampling to communicating with fans. Both “Your Verse” stories can be examined in more depth at Apple’s site, where visitors can also access an exclusive concert from Yaoband. Stick around for “Yaoband’s Verse” after the jump.

“Yaoband’s Verse”
Production Company: Park Pictures
Director:  A.G. Rojas
EP:  Jackie Kelman Bisbee, Mary Ann Marino
Producer: Dan Gozzi
DP: Roman Vasyanov
Production Designer:  Richard Wright
Costume Designer: Neco 
Editor:  Kyle Valenta (Joint)
Creative Directors:  James Selman & John Park
Sr. Art Director: Jimmy Olsen
“Jason’s Verse”
Production Company: Park Pictures
Director:  Chris Wilcha
EP:  Jackie Kelman Bisbee, Mary Ann Marino
Producer: Michelle Currinder
DP: Adam Beckman
Production Designer:  Brian Branstetter
Costume Designer: Stacy Lauwers
Editor:  Kyle Valenta (Joint)
Creative Directors:  James Selman & John Park
Sr. Art Director: Jimmy Olsen
Copywriter:  Rob Katzenstein
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