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27 February 2020

A Whole New World

by Syd Briscoe

Apple Arcade: “A New World to Play In” - 60s

Fantasy and reality meet in entertainingly odd ways in this new commercial for the Apple Arcade platform. The fruit-based giant’s stab at mobile gaming promises users more high-quality games than they can handle - with regular updates to help keep things ticking along - and that abundance of content is reflected in the sheer variety of scenarios crammed into this 60" ad.

From vastly improved road trips to crammed commutes turned into a skater's paradise, smartphone graphics increasingly bleed into players' worlds as they become immersed in their mobile distraction. Add in a well-judged sense of humour (a welcome change from ‘Self-Serious Apple’), and this is bound to spark interest from casual gamers and dedicated fans alike. To think Snake was once the pinnacle of mobile gaming.

Director: Ian Pons Jewell Ⓟ Ⓦ (Academy Films Ⓟ Ⓦ)
Cinematographer: Mauro Chiarello
Production Designer: Robin Brown
Stylist: Nayeli Del Alba

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