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Apple

Apple

Vertical Cinema

When your audience use it wrong, embrace it

It's become a running joke on broadcast television: The news archor guffaws at a home video shot portrait not landscape. But what if the portrait shooter was right all along? In this perfectly executed TrueView spot Apple commissioned Academy Award Winner Damien Chazelle to deliberately shoot in portrait. The result is 9+ minutes of perfect action embracing a different set of dimensions.

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