iPad: “What’s the Use?”

What's the use?" — 这有什么用? — is the dream-killing question every Chinese student knows by heart. We made it literal: a monster built from Chinese characters, embodying every doubt that stops a young person from exploring.

This was the first iPad origination campaign in China. It started as an internal pitch. This idea won. Working with Buck animation house in Sydney, I travelled to their studio to work through every detail of the creature's movement and the product shots — making sure both met Apple's standard for craft.