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Apple Tv Align

In the age of reaction before reflection, distraction is power. Through a bait-and-switch campaign, Apple TV uses consumers' biases to create conversation and bring attention to those who deserve it the most. 
Apple TV will first release a statement on their socials, announcing a new extension to their platform. This extension will allow users to adjust Apple TV's catalogue to fit their preferences.
After the announcement, posts revealing the reshoots will be shared on social. These reshoots will remove unwanted diversity in Apple TV's catalog.

People of Color

LGBTQ Representation

Leading Role Women

We'll also tease the new feature IRL with posters reflecting the changes for the reshoots. 
We'll ask Apple TV actors to post reactions to the announcement and we expect the public to share their thoughts as well.

Actors Tweets

Public Tweets

However, while all this is going on, when you attempt to use the feature a message will appear revealing the stunt and prompting users to explore Apple TVs catalogue of diverse storytelling.
Finally, partnering with The Black List, Apple TV will announce the Stream Different Contest, an annual competition created to celebrate diversity in Hollywood, solidifying their commitment to platforming diverse stories. 

Credits

Art Directors: Clarke Weddington & Annie Zheng

Copywriter: Kayliah Kendrix 

Strategist: Alyssa Black

Brand Manager: Tamika Alexander

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