APPLE SWAY

STRATEGY
Show how AirPods can transport you.

OVERVIEW
We were asked to create a holiday spot featuring the AirPods. We saw an opportunity beyond AirPods' noise cancellation feature that fit perfectly with the holiday season: the ability to share that experience with someone else.

EXECUTION
To illustrate this, we followed a woman walking through a snowy city. The moment she puts in her AirPods, she loses herself in the music, day shifts to night, a spotlight finds her, and she starts to dance. When she bumps into a stranger and shares one AirPod, he's pulled into her world. What follows is an acrobatic, romantic dance sequence through the city, across car tops, bridges, and walls. We ended the film with the two characters snapping back to reality and leaving each other with a smile. It was a dream.

PROCESS
Choreographed and set to Sam Smith’s Palace, we built a surreal world and shot in Prague in the middle of the summer and made it snow. We worked closely with our director Sam Brown to do the vision of day to night justice. In post I gave direction for VFX to create more snow and have it fly into the lens. A couple days later I got a call and was told it was a million dollar overage. Turns out 3D snow is expensive. We’ll do it on the next one.

Role: Creative Director, TBWA Media Arts Lab
Director: Sam Brown, Imperial Woodpecker