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More than three decades ago, Ridley Scott's 60-second ad for Apple, "1984," shook up advertising forever and helped establish the Super Bowl as a destination for the most ambitious marketing campaigns. Now, the Oscar-nominated director of Alien and Gladiator wants to rewrite Hollywood's marketing playbook. With his latest release, 20th Century Fox's The Martian, Scott went beyond the usual mix of trailers and TV spots, producing, with his content marketing agency 3AM, digital shorts that immersed audiences in the world of the film.