August 29, 2013
Intention
Eitan is a brand-builder, creative director and is the founder of our branding agency. A career that spans over 20 years, he's worked at BBDO and Ogilvy and Mather in NYC, Arnold Worldwide in Boston, and was the Executive Creative Director of TBWA Digital in Tel Aviv. He created the viral video “I’m That Jew” which has been seen over 10 million times on various platforms, and gave a TEDx talk about why he created it. Work hard and be nice are words he tries to live by.
Intention
Know that recent apple animation that just came out? No? It’s called intention and you should. It brought wondrous smiles to our faces.
What it shows is that quality end-results takes time. The creative process demands patience, dedication and a willingness to go in and get your hands dirty. And then dirty again. It takes true commitment to deliver perfection. And when done right – just like this animation – great creative delivers a point, a powerful punch – one that’ll move you and change the way you think.
Anchored by sublime and elegant visuals with a well-crafted narrative, this peek into the company’s design process and passion for perfect results had us ooh-ing and ahh-ing. As creative souls ourselves, it hit the sweet spot and we love the free pass we get to observe their journey of creativity.
“Designed by Apple in California,” is found on the back of all of our Apple products, and in addition to the above, this piece brings that fact right back into the forefront. The soul is there. The innovation is there. The thinking is there. And the magic is there.
Props to tbwa\media arts lab (also there) for bringing it all together.
Hope you enjoy as much as we did.
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