Think Human is a University project realized as part of the Art Direction course.
Our team had to define a new hypothetical branding campaign for Apple and a new concept payoff to support.
The theme of the whole campaign revolves around the idea that Apple products are actually designed
to enhance our human possibilities: creativity, the need to communicate and to share, our love for beauty
and simplicity, our tension towards innovation and the unknown.
The concept was developed on different media formats: video, print and out-of-home.
Video
Speaker: Massimiliano Rossi
EN // They told us: there will be no room for man in the world to come. He will no longer be free. He will live at an accelerated pace, repetitive, mechanical. His life will be punctuated by hustle and repetition of millions of images. They told us: one day man will stop thinking and machines will do it for him. Is it really like this? We are still creative beings. From our fantasies we generate new ideas. We continue to lose ourselves in beauty in all its forms. We live to communicate and share, but also to look, explore, feel. We never stop learning. We rely on intuition and instinct. We find security in simplicity. We are not capable of not being human. And machines, without man, are just nothing.
Print
Out-of-home
