Apple re-imagines cinema as a vertical experience

Most user-generated pics and videos are vertical – or portrait – these days thanks to smartphones.

So Apple is promoting ‘vertical cinema’ in a campaign by TBWA/Media Arts Lab to show that you can make proper movies in such a format. Directed by La La Land’s Damien Chazelle, shot on iPhone 11 and featuring, inter alia, a fetching lady handily armed with a parachute.

So is vertical cinema just as good? Er no, but it’s another decent divertissement from Apple.

MAA creative scale: 7.5.

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