Instant Connection

The brief

A spec ad for Apple, made for a class at USC, with two constraints I liked: keep it simple, and shoot it on an iPhone. The feature I chose was NameDrop. It is genuinely useful and I had not seen it get much attention, which made it the more interesting thing to sell. The line I wrote for it, connect in an instant, gave the whole spot its shape.

The shoot

Seven of us, five hours, iPhones. That is the entire production. The discipline it demands is the point: with no gear to hide behind and a minute to work with, everything rests on whether the story lands and whether each frame earns its place. Same job as a commercial with a truck outside, minus the truck.