Apple repeats formula with a new advertising campaign that continues to orbit around the idea of all the amazing things we can do with the company’s products, tools at the service of our passions. However, the Create Something New campaign moves away from the extreme cases of marine biologist Michael Berumen or Bollywood choreographer Feroz Khan to focus on something as accessible as photography, video and, perhaps to a lesser extent, illustration.
Apple’s website covers the work of photographers such as Austin Mann, Christian Weber or Jared Chambers, illustrators such as Nomoco, Jingyao Guo or Roz Hall and videographers such as Thayer Allyson Gowdy, who armed with the iPhone 6 Plus , the iPad Air 2 or the iMac and apps like VSCO Cam, Procreate or iMovie, are capable of amazing things. As much as to decorate in London, New York and TorontoApple in London, New York and Toronto transforming them into improvised art galleries.
It is clear that the company of the apple alludes to our artistic aspirations, but no doubt it also points to the bulk of possible buyers who will see these works and think: “If he is good enough to do these things, he will also be good enough to photograph my daughter, record the holidays or make a video with it”. Everything but sitting in the bathroom.