APPLE PAY AND DONE

STRATEGY
Demonstrate how quick and easy it is to use Apple Pay by using the time constraints on social as a weapon.

OVERVIEW
Attention spans are gone. Social media was literally built to do that to us. We decided to use that behavior to our advantage. At the time, social had strict time limits. We loved that. We came up with an idea with baked in challenge: tell a complete story, without words, within the social time limits. Each film had to be energetic, fun, a little weird, and self-contained in seconds.

EXECUTION
Drawing inspiration from films like Guy Ritchie’s Snatch, we used several quick cuts, punctuated by SFX and great music to make our campaign. We needed to cover a lot of shots in very little time. We also wanted the scenes to have personality. We tapped Brig as our Director and Bob Yeoman as our DP.

Role: Creative Director, Media Arts Lab
Director: Brig, Tool