Apple have launched their new ad campaign for the iPad Air, featuring Esa-Pekka Salonen
. “Esa-Pekka’s Verse”
explores how the composer and conductor uses his iPad Air to translate everyday moments of inspiration into fully orchestrated scores and share his passion for classical music with others. The advert features some of his creative processes in the composition of his Violin Concerto
Salonen observes that “iPad is the best tool I’ve seen to write down the first impulse. Those moments when your mind is open, free. And then you think, what if?”
In 2012, Salonen worked alongside the Philharmonia Orchestra, Music Sales and Touch Press to create The Orchestra App, a ground-breaking iPad app giving unprecedented interactive exploration of orchestral music and instruments. This won an award in the Innovative Learning category in the App Store Best of 2013 and also the RPS Award in the Creative Communication category. Salonen comments “I created The Orchestra app to share my love of classical music. To make it more approachable, especially for the next generation.”
To explore more about the iPad Air and Salonen’s experience of using it to compose, visit the Apple website
To read an article from The Independent about the advert’s reception, click here.
The campaign is currently live in the US and launches worldwide on June 5.