Apple Dreams for iPhone More Powerful Than You Think
Apple has launched “Dreams”, a commercial promoting the many applications of the iPhone 5S. Set to Jennifer O’Connor’s track “When I Grow Up”, the ad features professionals and creatives using the iPhone to navigate through the air, field multiple calls, take a horse’s heart beat, plan a giant mural and measure the soil’s PH. “Dreams” finishes with the tag line, “You’re More Powerful Than You Think”, a reference to the campaign online at apple.com/iphone-5s/powerful, which includes “Powerful” (April 22), “Strength” (June 4) and “Parenthood” (June 29).
The Apple Dreams ad was developed at TBWA/Media Arts Lab by creative directors Chuck Monn and Charles Hodges, creatives Helena Skonieczny and Holly Hessler, producer Amanda Weiss, junior producer Chelsea Larner, assistant producer Ricara Stokes, account team Todd Douglas Hind, Charlene Mae Sitchon and Min Jie Yang, planner Joshua Allen Joseph.
Filming was shot by directors Vincent Haycock (Dreams), A.G. Rojas (Strength) and Lance Acord (Powerful, Parenthood) via Park Pictures with directors of photography Linus Sandgren and Mattias Montero, executive producer Jackie Kelman Bisbee, executive producer Mary Ann Marino, producers Pete Vitale and Valerie Romer, production designers Chris Jones and Jason Hamilton, costume designer Christina Blackaller.
Editors were Jared Collier and Kevin Clark at Nomad.
Music for the More Powerful campaign includes “Gigantic” by the Pixies (Powerful), “Life of Dreams” (Parenthood) by Julie Doiron, and “Chicken Fat” (Strength), which was originally commissioned by John F. Kennedy when the Presidential Fitness Program made its debut.