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APPLE TURKEY: THE WEEK OF RUMI

Apple Turkey wanted to celebrate the Week of Rumi on Instagram - a national festival remembering the life of the 13th century poet and philosopher.

We pitched an ambitious feed film that would be a 7-part visual metaphor for one of his best-loved poems, that reads in the caption below.

We worked with Turkish DoP Firar K. to produce the film, and used Stories to delve deeper into Rumi’s message, as told by Dervish Ishak U.

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In compassion and grace, be like the sun.

In concealing other's faults, be like the night.

In generosity and helping others, be like a river.

In anger and fury, be like the dead.

In modesty and humility, be like the earth.

In tolerance, be like the sea.

Either appear as you are, or be as you appear.

 
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CLIENT: APPLE

AGENCY: MEDIA ARTS LAB