Apple: Misunderstood
Brand
Date
Apr 2019
Description
Apple’s holiday commercial, 'Misunderstood,' explores the intersection of digital connection and family tradition during the winter season. The film centres on a young man navigating a snowy holiday gathering, using live-action technique to juxtapose his focused smartphone use against the activity of his family. Captured with a cinematic, observant eye, the narrative leans into muted winter lighting and warm, snow-covered landscapes. The project features creative development from the team at TBWA Media Arts Lab Los Angeles and editorial contributions from Nomad UK.
Style
Horizontal, Cinematic, Warm
Industries
Event
Christmas
Context
TVC / TV Commercial
Associated creatives
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