Mac Film MACBOOK AIR by TBWA\Media Arts Lab Los Angeles

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Industry Laptops, Netbooks, Tablets
Media Film
Market United States
Agency TBWA\Media Arts Lab Los Angeles
Executive Creative Director Eric Grunbaum, Scott Trattner
Creative Director Kevin Tenglin, Demian Oliveira, Jamie Reilly
Art Director Paula Cristalli
Copywriter Claire Morrisey, Ted Kapusta Acd
Producer Mark Cappos
Editor Jarod Coller
Production Green Dot Films
Released October 2010

Credits & Description

Category: Home Electronics & Audio-Visual
Advertiser: APPLE
Product/Service: MACBOOK
Production Company: GREEN DOT FILMS, Santa Monica, USA
Date of First Appearance: Oct 19 2010
Chief Creative Officer: Duncan Milner
Executive Creative Director: Eric Grunbaum/Scott Trattner
Creative Director: Jamie Reilly/Kevin Tenglin/Demian Oliveira
Copywriter: Claire Morrisey/Ted Kapusta
Art Director: Paula Cristalli
Agency Producer: Eric Voegele/Ben Bragg/Mallory Gordon/Christopher Shaw
Producer: Mark Cappos
Editor: Jarod Coller
Post Production: Stefan Sonnenfeld
Director Of Photography: Rebecca Baehler
Editing Company: Nomad Editing

English Description
With the announcement of the newest iteration of the Macbook Air, Apple wanted to communicate both its remarkable form factor -- incredibly thin and light -- but also that the sum of all their learning was encapsulated by this newest laptop. In the spot we see a long slow pan down the profile of the machine until we reveal it’s so thin and light it can be held up by just two fingers. The hand then lifts the screen showing it’s still a full-fledged computer without compromise.