APPLE OUR GAME INDIA
STRATEGY
In a country where cricket is religion and iPhone was an outsider, we used one to celebrate the other.
OVERVIEW
A couple of facts about India: cricket is wildly popular, iPhone is not (it had less than 2% market share). The Cricket World Cup gave us a billion people paying attention and a chance to change that. We traveled the entire country to capture India's love affair with the game. From the streets of Mumbai to Kolkata and Agra, semi-pro games in Chennai to gully cricket in Delhi, all the way to the Himalayas where Buddhist monks played in the foothills of Leh. The production value was breathtaking.
Our Game :30
EXECUTION
The catch: concept to delivery in under ten weeks. I devised a plan to deploy multiple lean production teams, each with their own director and DP, responsible for a different region, all shooting simultaneously. We brought on Gary Land to direct and lead the production. We all flew to India. I covered Mumbai with Gary and the main crew. When one of our teams fell threw, I got on a plane in the middle of the night and flew to Leh to shoot the footage in the Himalayas and direct our cricket obsessed monks. The truth is India was a cheat code. Its beauty is so staggering, you could point a camera at anything and it’s the best shot you’ve ever taken.
Monk :10
Pitch :06
We came back with a treasure trove of footage and stills for social, OOH, and broadcast for India. We set our spot to the seminal track Dreadlock Holiday by 10cc - “I don’t like cricket. I love it.”
