In 2015 , Apple Music and their ad agency Translation hired DuVernay to helm a series of three commercials starring Mary J. Blige , Taraji P. Henson and Kerry Washington . The first ad , '' Chapter 1 '' , premiered during Fox 's Emmy broadcast on September 20 , 2015 . '' Chapter 2 '' and '' Chapter 3 '' debuted in November 2015 and February 2016 , respectively
Emmy broadcast
67th Primetime Emmy Awards
Ava DuVernay