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Editors' Choice

Ringan Ledwidge Directs Amusing Apple Facial ID Ad

Editors' Choice: Rattling Stick director poses the ultimate modern day question - can you remember your password?

Ringan Ledwidge Directs Amusing Apple Facial ID Ad

Ringan Ledwidge has directed an amusing spot promoting Apple’s facial recognition technology. 

The 90-second film takes the form of a quiz show inside a vast theatre, quizmaster sitting opposite contestant, huge audience dressed to the nines. The contestant has one “final memory challenge” to hurdle before bagging the big prize. “This morning you created an online banking password,” the quizmaster says. “What is it?” 

Tension ensues in the form of gasps, exaggerated laughter, babies crying, even the scream of a steam train that’s stitched onto some drapes in the background. The quizmaster’s hand edges closer and closer towards a dreaded red button before our contestant - who’s name appears to be Andrew - pulls out his phone. With a glance down, he’s in. 

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Brand: Apple

Production Company

Production Company: Rattling Stick

Executive Producer: Joe Biggins, Jeff Shupe

Director: Ringan Ledwidge

DOP: Hoyte Van Hoytema

Producer: Sally Humphries

Costume Designer: Janie Bryant

Production Designer: Floyd Albee


Edit Company: Work Editorial

Editor: Rich Orrick

Producer: Marlo Baird

Post Production / VFX

Post Production Company: The Mill

VFX Supervisor: John Shirley

Senior Producer: Dan Love

Category: It, phones, Av and computers , Phones

Genre: Comedy , Dialogue , People , Visual VFX