TBWA/Media Arts Lab for Apple iPhone
Apple’s ad did not convey what vertical cinema was good for so I came across Benjamin Brandon’s answer which was: „It’s everything you want it to be.”
Yes, but what is it good for?
Brandons’s instagram movie conveys by it choice of imagery that it’s good for shooting films meant for distribution across smart phones. It wasn’t made for distribution of vertical ads in digital media but we’ll be seeing vertical cinema there as well.