2023-06-27 20:50:03
Renowned art director Lee Clowchairman emeritus of TBWAMedia Arts Lab, was the highlight of the last day of the Cannes Lions Festival of Creativity. In an emotional panel, Clow presented the documentary “Here’s to the Crazy Ones”which tells the story of Chiat/Day and its iconic partnership with Apple.
The film, shown first-hand during the event, delves back into the ad agency’s 50 years and highlights the landmark collaboration between Chiat/Day and Apple, starting with the legendary commercial “1984”. Directed by Ridley Scottthis ad revolutionized the industry and marked a new chapter for Apple and Chiat/Day.
The narrative is led by Clow, who interviews former agency colleagues and project partners, like Scott himself, recalling the defining moments of their careers.
The documentary also features a number of brilliant works, including the famous campaign “Think Different” (“Think different”)which became a landmark in the industry.
Clow shares his memories and thoughts as he walks through the agency’s past addresses, sometimes accompanied by his dog. The documentary also highlights the close relationship between Clow and Steve Jobs, revealing their shared vision for the future of technology.
He saw the future. He saw that the world would deal with technology on a personal level. Steve believed he had something that would change the world. He didn’t know if he was going to change, but I get emotionally involved with the brands I serve. So if he said he was going to change the world… let’s change the world.
The production is not just about , but a tribute to creativity and the courage to break standards and innovate. The film transports audiences to a time when was driven by art and good storytelling, in contrast to today’s digital environment dominated by algorithms.
Clow, aged 80, was warmly welcomed with a storm of applause as he took the stage at the Cannes Lions Festival. His contribution to the industry and his partnership with Apple continue to inspire creative professionals around the world.
via Creation Club, Estadão; tip from Victor Vincent
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