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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 Comments5124 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



    Blinkink Crafts A Baroque Stop-Motion Trip To The Moon For Dior

    Friday, February 13, 2026

    Blinkink has unveiled this richly imaginative stop-motion film for Dior titled A Ride of the Moon, directed by Nina Gantz and Renee Zhan, and voiced by 070 Shake. Conceived as a collaborative triumph of human craft, the film stands as a poetic reminder of the value of handmade artistry in an era increasingly shaped by automation and AI.

    Inspired by classical cinema--most notably Georges Méliès’ Voyage dans la Lune--the film for Dior’s Lunar New Year campaign is a baroque-infused journey that blends cinematic language with theatrical illusion. Set within an ornate 18th-century French theatre, it unfolds as a modern fairy tale told through flamboyant design, charming stop-motion animation and playful surrealism.

    The film builds around a Lunar New Year story, where a brave little horse’s showdown with a powerful, sassy adversary plays out. While cinematic and ambitious in scope, the film never takes itself too seriously, finding humor in exaggerated performances and clever theatrical tricks.

    The horse character is modelled after the Dior horse charm, assembled from sewing components and brought to life through meticulous stop-motion craftsmanship. The Moon appears as a Marie Antoinette-esque figure, who brings humor through an over-the-top performance.

    The production embraces old-school theatre mechanics to enhance its sense of wonder. Strings holding up clouds are deliberately visible, trapdoors open in the stage floor and sheets of translucent fabric become shimmering fountains. These visible illusions celebrate the joy of theatrical ingenuity and handmade problem-solving.

    The sets were entirely hand-painted and constructed, combining flat, painted backdrops with half-2D, half-3D elements. Layered sets,... Read More

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