iPad Film Apple iPad Mini: Piano by TBWA\Media Arts Lab Los Angeles

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Apple iPad Mini: Piano

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Industry Computers & Computer Accessories
Media Film
Market United States
Agency TBWA\Media Arts Lab Los Angeles
Director Mark Coppos, Rebecca Baehler
Executive Creative Director Eric Grunbaum
Creative Director Jon Lancaric, Simon Cassels
Art Director Luke Martin
Copywriter Chris Trumbull
Account Supervisor Jaclyn Aronson
Editor Jenny Mogen
Released October 2012

Credits & Description

Advertiser: APPLE
Category: Home Electronics & Audio-Visual
Copywriter: Chris Trumbull
Agency Producer: Christina Villaflor
Account Manager: Elle Eley
Editor: Jenny Mogen
Account Manager: Maureen Walsh
Creative Director: Simon Cassels
Account Manager: Ali Forgeron
Planner: Besse Gardener
Executive Creative Director: Eric Grunbaum
Director Of Photography: Fernando Cardenas
Post Production: D-Train
Chief Creative Officer: Duncan Milner
Agency Producer: Hank Zakroff
Creative Director: Jon Lancaric
Account Supervisor: Jaclyn Aronson
Other Credits: Lead Flame Artist: Ben Gibbs
Agency Producer: Mallory Gordon
Art Director: Luke Martin
Agency Producer: Mike Refuerzo
Director: Mark Coppos
Editing Company: Nomad Editing Company
Agency Producer: Tessa Kocourek
Director: Rebecca Baehler

Brief Explanation
In launching the iPad mini, the point we had to make was simple: that the iPad mini was every bit as powerful and capable as the original iPad -- just smaller. So we built a campaign of minimalist spots that showed the two iPads playfully interacting side-by-side, and engaging in the exact same things. A piano duet. A conversation had through book titles. Photos that complete a story together. In the end, helping viewers see that the new iPad mini was every inch an iPad.