CLIENT
APPLE

AGENCY
KETTLE

ROLE
ACD (WRITER)

AD
SELF

CD
SELF

DIRECTOR
N/A

4K HDR was a major technical change to Apple TV. Other than UI updates, evolving ingredients and minor redesigns to hardware — the device had stayed the same since its original launch in 2007. However, the brief wasn't to just talk about the revolutionary new tech specs, we needed to put them in the context of content. 

My job was to write the website — but that didn't stop me from imagining this campaign. The idea was to put the benefit into the context of powerful moments in cinema. The action onscreen would express a benefit of the product. As a cinephile, it was exciting to pick great moments in film history and put them in a whole new context.