Apple Brilliantly Imagines a Parallel Universe Where Hollywood Always Used Vertical Video

La La Land's Damien Chazelle directs a 9-minute celebration of a long-maligned format

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Ask a random person to photograph or film you, and you’re likely going to get a vertical shot.

Hey, it’s a comfortable way to hold a phone, and platforms like Instagram Stories, Snapchat and TikTok have largely made it the default for homemade content.

But vertical has remained a polarizing format for video professionals and many agency veterans, who continue to see landscape as the only valid format for high-caliber storytelling.

Now Apple is looking to close the gap between those two groups by creating a Hollywood-caliber film shot entirely in vertical—and entirely on an



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in