Role: Associate Creative Director, Writer

The best way to sell a creative tool? Don't talk about it. Use it.

The entire film — a collaboration with director So Me and Elliphant — was shot on iPad. Not "inspired by." Not "in the spirit of." Shot on it, start to finish. We weren't making a film about creativity. We were using the tool to make it, in front of everyone, with nowhere to hide if it didn't work.

It debuted at the 57th Grammys — a stage built for music, handed over to a device proving it could make something just as alive.