Brand Film of the Year
WINNER: Hometown — Shot on iPhone by Phillip Youmans
Apple and TBWA\Media Arts Lab with Smuggler and OMD
The winner of 2020’s top prize, Brand Film of the Year, earned high praise from the entire judging panel. “It is totally diverse with different layers, on point with the cultural zeitgeist of the past year, and manages to promote the iPhone product without expressly promoting the product,” one said.
Philip Youmans came to the project as the youngest director to have a film accepted by the Tribeca Film Festival and the first African-American director to receive the festival’s Founders Prize. In Hometown, he focuses on four photographers who are documenting the Black experience in America. One of the most remarkable aspects of the film (as well as Apple’s larger Hometown campaign) was the difference in terms of the backgrounds, subjects and styles of the photographers who participated. Youmans highlighted those differences in his choice of score, camera angles, lighting and other aspects of his direction and cinematography.
“It’s an honest-to-God movie that speaks of the product without being a commercial,” one judge said. “No contest.”