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    Home » Primetime Commercial Emmy Winner: Apple’s “The Greatest”

    Primetime Commercial Emmy Winner: Apple’s “The Greatest”

    By SHOOTSunday, January 7, 2024Updated:Sunday, July 7, 2024No Comments5372 Views
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    This Apple film, "The Greatest," has just won the primetime commercial Emmy Award on the second and concluding night (1/7) of the weekend Creative Arts Emmy Award ceremonies in Los Angeles.

    “The Greatest” features a cast of real people who are quite able even though they each have varied so-called “disabilities” impacting mobility, vision, hearing, cognition and so on.  Thanks to different innovations from Apple, these people are able to deftly navigate everyday life. The film represents and depicts the physically/cognitively challenged community in a new positive light, showing how technology can help, providing different forms of accessibility and capabilities.

    Kim Gehrig of Somesuch directed "The Greatest" for brand and creative agency Apple. The commercial’s track, “I am the Greatest,” used lyrics from the speeches of the legendary Muhammad Ali, who himself became an advocate for disability after developing Parkinson’s late in life. Australian choral group Spinifex sang the song  which was remixed by one of the cast, Cola Boyy, a music artist and producer who opened Coachella in 2022. Jazz pianist Matthew Whitaker then improvised on top of this track, and the resulting collaboration was woven throughout the fabric of the film.

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    Credits

    Client Apple Agency Apple Production Company Somesuch Kim Gehrig, director

    Media Type:Commercial: Television
    ScreenWork Categories:Short film
    Video Tags:AppleKim Gehrigprimetime commercial EmmySomesuch



    Top Spot of the Week: Director Daniel Warwick’s Short Film “Ritornerai” Is Like A Painting That’s Subject To Interpretation

    Thursday, August 13, 2026

    Daniel Warwick directed and teamed with producer Jakob Rühle to conceive of and develop this short film titled Ritornerai (Italian for “you will return”).

    “Three days before an actual commercial shoot, my producer [Rühle] and I realized that we had a camera, a location, an actor, a pair of Lederhosen and a few beers to brainstorm,” Warwick said. “Suddenly my producer yelled ‘Objectophelia’ and the idea was born.”

    Known for his big and bonkers, epic visual storytelling, Warwick’s Ritornerai--albeit more meditative than some of his other work--does not disappoint. It is a wholly original and offbeat story with an exquisite scenic backdrop that leaves plenty of room for interpretation.

    Filmed in the Italian Dolomites, Ritornerai features a man in Lederhosen who appears from behind a bush and enters a Grand Hotel where he begins to touch the beautiful haptics and textures of the whole place. Seemingly overtaken by objectophelia, we observe him enjoying the sensory experience deeply and emotionally. He enters the big ballroom and sits by the piano where he utters the film’s only line, “Ritornerai.” He approaches a giant painting of a landscape and eventually we discover that he is actually in the painting.

    “Ritornerai has inspired many different interpretations,” said Warwick. “People let their minds wander a bit. Love it or hate it, I really like that it doesn’t want anything from you. For that reason, maybe it’s a little more artful because people can take away whatever they want.”

    The production company on Ritornerai was Zauberberg Productions. Director Warwick is handled by production house O Positive for commercial representation in North... Read More

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