iPhone Film Sway by TBWA\Media Arts Lab Los Angeles

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Sway

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Industry Mobile phones, devices & accessories, Portable Audio & Accessories
Media Film
Market United States
Agency TBWA\Media Arts Lab Los Angeles
Chief Creative Officer Brent Anderson
Creative Director Dave Estrada, Nick Ciffone, Evan Schiller, Marcus Brown, Greg Greenberg
Production IMPERIAL WOODPECKER
Released November 2017

Awards

One Show 2018
Moving Image Craft Craft - Direction / Single Silver
Moving Image Craft Craft - Editing / Single Silver
Moving Image Craft Craft - Use of Music / Licensed / Adapted Music - Single or Campaign Silver
Moving Image Craft Craft - Cinematography / Single Bronze

Credits & Description

Category: Electronics, Technology
Brand: Apple
Media: Film
Country: USA
AGENCY: TBWA\Media Arts Lab / Los Angeles
CHIEF CREATIVE OFFICER: Brent Anderson
CREATIVE DIRECTOR: Greg Greenberg / Dave Estrada / Nick Ciffone / Marcus Brown / Evan Schiller
PRODUCTION COMPANY:
Imperial Woodpecker / Los Angeles
Cosmo Street / Los Angeles
The Mill / Los Angeles
Lime / Los Angeles
Incite / Los Angeles
EDITOR: Paul Hardcastle
MEDIA COMPANY: OMD Worldwide / Los Angeles
MUSIC & SOUND: Peymon Maskan / Josh Marcy / Jessie Kalikow / Rohan Young
TAGS: TECHNOLOGY HARDWARE - ELECTRONICS / COMPUTERS / BUSINESS EQUIPMENT / MOBILE PHONES
Date: November, 2017
Description:
Move someone this holiday.
Entry Summary
“Sway” is a story about the power of music to connect all of us. To take us out of our ordinary reality and transport us somewhere magical. The film aims to remind us what the holidays are all about: Sharing special moments with the ones who mean the most. And that even in a world that sometimes feels cold and lonely, we all have the power to move someone.

Brief Explanation
A young woman walks down a snowy European street and stops to select Sam Smith's "Palace" on her iPhone. As the song begins, it transports her—from the world of her ordinary reality into a daydream. Day turns to night, and she finds herself dancing under a spotlight. As she dances through the streets, suddenly, she's jolted back to 'reality' when she collides with a stranger on the sidewalk. They swiftly re-enter the daydream together as she plucks one of her AirPods from her ears and places it in his. The two share the song and an acrobatic dance together under the spotlight. They move around the city, lost together in the dreamworld. And just as they're about to kiss, we return to the same street corner where they began. It all happened in her mind. As they part ways, the audience is left with a message: move someone this holiday.