Cannes Lions

The genius behind Apple's Titanium contender 'Welcome Home,' explained by TBWA/MAL's creative chief

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Back in March, Apple and TBWA/MediaArtsLab blew our eyeballs out with "Welcome Home," the mesmerizing film promoting the HomePod smart speaker directed by Spike Jonze and starring FKA Twigs as a weary office drone who escapes from the drudgery of her 9-5 grind and into a multicolored wonderland through the power of music.

The film has already started to clean up at awards shows and last week took one of the top prizes at AICP. Here at Cannes, it's a likely contender for top honors in film, craft and entertainment--and, along with "Today at Apple," it's also one of the brand's two efforts that made it onto the Titanium shortlist.

Ahead of presenting the campaign before the Titanium jury on Tuesday, TBWA/Media Arts Lab Chief Creative Officer Brent Anderson sat down with us to discuss how the film came to be, the creative spark infused by Jonze and FKA Twigs, and his ideas on making effective messages that resonate in popular culture. He also offered his thoughts on what makes the project--essentially, a film--Titanium-worthy.

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