“Are we performing artistically in all types of media, and are we actually a laboratory where you learn things and experiment?” Anderson said.
Since joining, MAL’s leaders have made a concerted effort to foster creativity and improve the output and talent of its teams far beyond its home base. As Apple has grown into the giant it is today, so, too has MAL’s footprint: The agency now has offices in Los Angeles, London, Miami, Shanghai, Singapore, Sydney, Tokyo, and Seoul. International teams have created lauded work, such as a music video for K-pop group Aespa, a manga adaptation, Lucha Libre films in Mexico, and a dark comedy directed by Korean filmmaker Park Chan-wook.
“We have offices around the world with unbelievable talent that delivers quality work no matter where you are. That didn’t exist 10 years ago,” De Bauw said.
De Bauw and Anderson have also helped expand the type of work the agency delivers for Apple. While MAL initially created mostly films, now “we do everything from influencer to performance marketing to integrated campaigns to social to long-form and branded entertainment,” De Bauw said. Its content spans “6 seconds to 6 minutes to 27 minutes,” Anderson added.
The “Shot on iPhone” campaign, which marked its 10th anniversary this year, is an example of that evolution. Initially, it comprised out-of-home ads, but MAL progressed the platform into video, social media, and long-form films, such as Danny Boyle’s movie 28 Days Later. In June, “Shot on iPhone” won a Creative Effectiveness Grand Prix at Cannes Lions.
Pioneering storytelling
Lately, MAL has been busy pioneering a new form of storytelling for Apple. Collaborating with Marcom, the agency has created films and series that demonstrate Apple Immersive Video, a technology designed for virtual reality viewing that uses 3D video and spatial audio to place viewers in the center of the scene.
Last year, Apple released six immersive experiences, including Submerged, a 17-minute film from Academy Award-winning director Edward Berger that took viewers inside a World War II-era submarine. It also created a music video for The Weeknd and a concert experience with Metallica. Next up is an immersive horror film.
