Apple launches new films as it reveals its thinnest product ever: The 13-inch iPad Pro

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Today Apple has revealed its thinnest product ever: the powerful new 13-inch iPad Pro. To accompany the launch, Apple has launched two films ‘Crush’ created in-house by Apple and ‘iPad Vs. Nano: The thinnest Apple product ever’ created by TBWAMedia Arts Lab.


At just 5.1 mm thin, the new thin and light design of the 13-inch iPad Pro features a breakthrough Ultra Retina XDR display and outrageously fast M4 performance with powerful AI capabilities. The versatility and advanced capabilities of iPad Pro are also enhanced with all-new accessories, including Apple Pencil Pro, which brings powerful new interactions that take the pencil experience even further.

The iPad launch campaign includes two film executions and a non-traditional print ad which demonstrate how the new iPad Pro delivers the ultimate combination of unbelievable performance, for pro-level work flows, in an impossibly thin package.

Set to the tune “All I ever Need is You” by Sonny & Cher, ‘Crush’ culminates with everything being crushed into the thinnest product Apple has ever made. The new iPad Pro is packed with a wealth of pro features, apps, and possibilities.

To demonstrate all that is packed into this incredibly thin product, Apple crushed a series of objects in an industrial sized crusher. Each shot was practically captured in-camera. Objects were chosen not just for how well they crushed, but to tell the story of all the wonderful things you can do on iPad Pro. For iPad Pro, apps like ‘Logic Pro’ and ‘Final Cut Pro,’ musical instruments and editing tools were used. Cans of paint and art supplies speak to apps like ‘Procreate’ and ‘Adobe Fresco.’ Rubber emojis were used to bring even more iPad joy, because inevitably things that squish just look cool when crushed.

Twelve years ago, Apple launched the 7th Generation iPod Nano, its thinnest product ever at an astounding 5.4mm. Fast forward to 2024, Apple dethrones its thinnest product with the launch of the new 13-inch iPad Pro with an impossibly slim width of just 5.1mm. In ‘iPad Vs. Nano’ Apple presents a striking, yet simple visual — a side by side game of millimeters featuring the iPad Pro next to an iPod Nano.

‘iPad Vs. Nano’ will live on YouTube and social.

Agency: Apple
Production Company: Iconoclast
Director: Vania & Muggia
DOP: James Laxton
Post- Production: A52
Editor: Leo Scott
Music: Sonny and Cher – ‘All I Ever Need Is You’
Sound Designer/Mixer: Jon Shamieh

iPad Vs. Nano
Agency: TBWAMedia Arts Lab
Production company: BeGrizzlee, (Fernando Cardenas, Director)
Editorial company: Exile
Finishing: Trafik
Music: Model Citizen Creative