“Are we performing artistically in all kinds of media, and are we truly a laboratory the place you be taught issues and experiment?” Anderson stated.
Since becoming a member of, MAL’s leaders have made a concerted effort to foster creativity and enhance the output and expertise of its groups far past its dwelling base. As Apple has grown into the large it’s at present, so, too has MAL’s footprint: The company now has places of work in Los Angeles, London, Miami, Shanghai, Singapore, Sydney, Tokyo, and Seoul. Worldwide groups have created lauded work, equivalent to a music video for Okay-pop group Aespa, a manga adaptation, Lucha Libre movies in Mexico, and a darkish comedy directed by Korean filmmaker Park Chan-wook.
“We have now places of work around the globe with unbelievable expertise that delivers high quality work irrespective of the place you might be. That didn’t exist 10 years in the past,” De Bauw stated.
De Bauw and Anderson have additionally helped develop the kind of work the company delivers for Apple. Whereas MAL initially created largely movies, now “we do all the things from influencer to efficiency advertising to built-in campaigns to social to long-form and branded leisure,” De Bauw stated. Its content material spans “6 seconds to six minutes to 27 minutes,” Anderson added.
The “Shot on iPhone” marketing campaign, which marked its tenth anniversary this 12 months, is an instance of that evolution. Initially, it comprised out-of-home adverts, however MAL progressed the platform into video, social media, and long-form movies, equivalent to Danny Boyle’s film 28 Days Later. In June, “Shot on iPhone” received a Artistic Effectiveness Grand Prix at Cannes Lions.
Pioneering storytelling
These days, MAL has been busy pioneering a brand new type of storytelling for Apple. Collaborating with Marcom, the company has created movies and collection that exhibit Apple Immersive Video, a expertise designed for digital actuality viewing that makes use of 3D video and spatial audio to put viewers within the middle of the scene.
Final 12 months, Apple launched six immersive experiences, together with Submerged, a 17-minute movie from Academy Award-winning director Edward Berger that took viewers inside a World Struggle II-era submarine. It additionally created a music video for The Weeknd and a live performance expertise with Metallica. Subsequent up is an immersive horror movie.
