Apple premiered two new ads for the iPad Air on Sunday, the latest installments in its Your Verse campaign, which launched this past January with a spot featuring a Robin Williams monologue from the film, Dead Poets Society.

More mini-documentary than television commercial, the ads follow two highly accomplished individuals as they use the iPad Air to enrich their professions.

One video features Esa-Pekka Salonen, a Finnish classical music conductor and composer who uses the iPad Air to create music as he travels from place to place. He and his colleagues also designed the Orchestra App to de-mystify the inner workings of a symphony orchestra.

“I created the Orchestra app to share my love of classical music, to make it more approachable,” says Salonen on Apple’s promotional website. “iPad is like a partner in my creative process, translating my ideas.”

The other video spot follows Chérie King, a self-described deaf travel blogger who relies on the device during her travels to translate languages and communicate from remote locations.

“I love traveling to different places. You never know who you’ll meet, and how that might change you,” said King on her Apple site. “iPad has allowed me to become a more adventurous and spontaneous traveler. And I’m just getting started.”

According to Mashable, King has traveled to 23 countries in the past five years.

The iPad is Apple’s second most profitable device after the iPhone and accounts for approximately a fifth of the company’s sales, CNET reports.