Apple continued its ongoing relationship with director Martin Scorsese in this year’s Oscars campaign, created by Apple and TBWA’s Media Arts Lab.
The central :60 spot caters to aspiring filmmakers and includes narration by Mr. Scorsese recorded during his commencement speech to the 2014 graduating class of NYU’s Tisch School.
The campaign went beyond that spot, working under the tagline “Shaping the future of filmmaking” and casting the iPad as “the ultimate tool for independent filmmakers.”
The ad includes footage from projects created by three students at Los Angeles County High School for the Arts, who produced their short films over three days using only an iPad. To watch those pieces in full, you’ll have to check out the campaign site.
The campaign facilitated some interesting work while forcing us to ask the obvious question: how many of these aspiring auteurs will NOT go into advertising?