Register

    Top Spot of the Week: Apple, TBWA\Media Arts Lab, Director Olivia Wilde Take Us “Mac To School”

    By SHOOTUpdated:No Comments745 Views
    Apple's "Pointed"

    Olivia Wilde directed a trio of “Mac to School” spots for Apple and agency TBWA\Media Arts Lab, Los Angeles, including this “Pointed” film in which a student laid out in his dorm room upper bunk bemoans the seemingly overwhelming task before him–having to make sense of voluminous biochemistry class notes and somehow distilling them down to their essence.

    However, a fellow student working from his lower bunk roost is able to do just that with relative ease, deploying Summarize in Writing Tools, powered by Apple Intelligence, on his MacBook Air. Key points from extensive class notes become readily accessible.

    Wilde, who’s directed such features as Booksmart and Don’t Worry Darling, helmed the Apple campaign via production house Anonymous Content. The spots were lensed by Oscar-winning (Mank) cinematographer Erik Messerschmidt.

    REGISTRATION REQUIRED to access this page.

    Already registered? LOGIN
    Don't have an account? REGISTER

    Registration is FREE and FAST.

    The limited access duration has come to an end. (Access was allowed until: 2025-05-16)
    Credits

    Client Apple Agency TBWA\Media Arts Lab, Los Angeles Production Company Anonymous Content Olivia Wilde, director; Erik Messerschmidt, DP. Postproduction Pariah Editorial Work Editorial Rich Orrick, editor. Music Jerskin Fendrix, composer.

    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Anonymous ContentAppleErik MesserschmidtOlivia WildeTBWAMedia Arts Lab



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

    Read More

    MySHOOT Profiles


    Add A Comment