• SUB CATEGORY :
    EDITING
  • ENTRANT COMPANY :
    TBWA\MEDIA ARTS LAB ISEA, SINGAPORE
  • TITLE :
    APPLE INDIA: WORK IS WORTH IT
  • BRAND :
    APPLE
  • ADVERTISER :
    APPLE
  • AGENCY :
    TBWA\MEDIA ARTS LAB (INDIA), GURGAON
  • CHIEF COMMUNICATIONS OFFICER :
    LU BORGES
  • CHIEF DIGITAL OFFICER :
    BETH KEAMY
  • CHIEF PRODUCTION OFFICER :
    BRIAN O’ROUKE
  • CHIEF EXECUTIVE OFFICER :
    KATRIEN DE BAUW
  • MANAGING DIRECTOR :
    MICHAELA FUTCHER
  • CHIEF CREATIVE OFFICER :
    BRENT ANDERSON
  • EXECUTIVE CREATIVE DIRECTOR :
    JONATHAN GEORGE
  • CREATIVE DIRECTOR :
    BEN SAMUEL
  • ART DIRECTOR :
    VIPASHA CHAUHAN/SARTHAK TALREJA
  • COPYWRITER :
    KARAN PARMAR
  • EXECUTIVE PRODUCER :
    CRISTIANA LADKI WILLIAMS/ANGIE WONG
  • AGENCY PRODUCER :
    ISHA SHARMA/GWEE WEI WEI/ADIL AMRAN/MAYA ASTRIDA
  • BUSINESS AFFAIRS :
    KATIE WAKEFIELD/SHAZILA GHAZI/
    TANYA SRIVATSAVA/AKRITI SINGH
  • ACCOUNT DIRECTOR :
    SHREYA KRISHNAN/JACOB GRIFFITHS
  • ACCOUNT MANAGER :
    AMANDEEP GILL/TRIPTI MANDAL
  • STRATEGIC PLANNING DIRECTOR :
    NIKHIT SHETTY
  • STRATEGIC PLANNING MANAGER :
    MICHAILA JAMIESON
  • STRATEGIC PLANNER :
    YASH THAKKAR
  • PR DIRECTOR :
    DANIELA MORISON
  • MEDIA AGENCY :
    OMD, GURGAON
  • MEDIA PLANNING DIRECTOR :
    PANKJESH SHARMA
  • MEDIA PLANNING MANAGER :
    ARUSHI KAPOOR/TUSHAR PANDHOH
  • FILM PRODUCTION COMPANY :
    HOLY MOMMA PRODUCTIONS, SHANGHAI
  • MANAGING DIRECTOR :
    DESMOND LOH
  • DIRECTOR :
    MACKENZIE SHEPPARD
  • DIRECTOR OF PHOTOGRAPHY :
    JEREMY SNELL
  • CINEMATOGRAPHER :
    ANANT JAIN
  • CAMERAMAN :
    KARANJIT SINGH
  • GAFFER :
    LEENA GANGURDE
  • ASSISTANT DIRECTOR :
    KAI HOSHINO SANDY
  • EXECUTIVE PRODUCER :
    AY WEI WONG/DESMOND LOH
  • FILM PRODUCER :
    SERPING LEE/ARETA MAK
  • PRODUCTION MANAGER :
    KIN SOON
  • PRODUCTION DESIGNER :
    MAYUR MULAM/VIKRANT SHAHI/SHRAVANI KOPPERA
  • ON-SET EDITOR :
    SHO DATE
  • LIGHTING :
    LEENA GANGURDE
  • GRADING :
    DANTE PASQUINELLI
  • CASTING :
    ARPIT GUPTA/JAHNVI MODY
  • STYLIST :
    PRANAV SOOD/PRACHI DHAMNASKAR
  • POST-PRODUCTION COMPANY :
    HECKLER SINGAPORE, SINGAPORE/
    ETHOS STUDIOS, LOS ANGELES
  • EDITOR :
    DAVID GESSLBAUER
  • COLORIST :
    DANTE PASQUINELLI/ETHOS STUDIOS
  • POST EXECUTIVE PRODUCER :
    CHARU MENON
  • POST PRODUCER :
    XINHUI ZHENG
  • ONLINE, COMPOSITING & POST-PRODUCTION :
    CODY AMOS/DAVOS ZEC
  • SOUND PRODUCTION COMPANY :
    PAAL DABBA, CHENNAI/BELIEVE MUSIC INDIA, CHENNAI
  • MUSIC COMPOSER :
    PAAL DABBA
  • MUSIC DIRECTOR :
    JOSH MARCY (TBWA\MEDIA ARTS LAB)
  • MUSIC SUPERVISOR :
    GENEVIEVE TORABI (TBWA\MEDIA ARTS LAB)
  • ENGLISH SYNOPSIS :
    “Work is worth it”, Apple’s first Mac campaign for India, celebrates the unparalleled grit and determination of Indian students and their insatiable hunger for greatness.

Shot across multiple universities in India, we followed real students working, making, dreaming, and doing on Mac. Captured in honest, documentary-style footage, the film is an authentic crash course into the frenetic life of Indian college students.
    
Moments such as working through an unexpected power cut in a messy dorm room, wading through a sea of people in campuses and on the streets, were not only true to India but also fitting for Mac features such as all-day battery life, portability and performance.

    Complemented by the perfect track to echo raw, energetic zeal of the Indian student, "170CM" by Paal Dabba with its poignant lyrics doubled-down on striking a chord with their indomitable spirit.

    The campaign was entirely shot on iPhone and edited on Mac.
  • ENGLISH CONTEXT EXPLANATION :
    Indian college students are amongst the hardest working in the world. Despite extremely challenging courseloads, unattainably high academic standards, fierce competition, unrealistic deadlines, tremendous family pressure and curveballs around every corner, there’s just no stopping them. For Apple’s first bespoke Mac campaign for India, we wanted to celebrate the ferocious tenacity of these students. “Work is worth it”, is an ode to their insatiable hunger for greatness. 

We wanted to show students in the most authentic and honest way. Real students across real universities. With a candid, observed style of capturing these students, we let viewers get immersed into the most authentic Indian college student life experience.

    Techniques like match-cuts, stutter-steps, and syncopation amplified the ethnographic, observed visual aesthetic of the film. Still photography, moving images, and in-situ typography, came together to create a textured tapestry of student life that feels honest, yet heightened.

"170CM" by Paal Dabba with its energetic beats echoed the raw, energetic zeal of the Indian student, and became a clarion call for them to achieve their best. 

The campaign sparked a flurry of conversations across platforms as students finally saw a brand show them as who they are, in a world that’s truly theirs.