Kim Jimenez was behind TBWA\Media Arts Lab's Apple 'Vertical Cinema'
Kim Jimenez, director of interactive strategy at TBWA\Media Arts Lab, directs the vision for digital across all Apple hardware. After immigrating from the Dominican Republic, Jimenez graduated with a degree in design and management and worked in fashion before finding herself drawn to strategy. In the last 10 years she has spearheaded digital for four iPhone launches.
She oversaw “Vertical Cinema,” a mini blockbuster shot wholly in the much-maligned handheld format. Damien Chazelle, who won the Academy Award for Best Director for “La La Land,” directed. More than 94 million people viewed the full nine-minute video on YouTube. Jimenez was also involved in MAL’s launch of the iPhone 12 and led Apple’s TikTok challenge "#makeitmini," which enlisted influencers such as Zach King to shrink large objects down to size as part of the iPhone 12 mini announcement. The campaign racked up 140 million views in 48 hours and 850 million engagements.