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

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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

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