Following "Bounce," Apple is back with another superbly choreographed spot in which its AirPods Pro transport the wearer into another world.
This time it's promoting the product's Active Noise Cancellation feature as we follow a young woman through the noisy, hectic streets of a city in daytime. As she negotiates crowds and traffic noise, with Noise Cancellation switched on, she imagines herself in the same cityscape but at night, in an empty streets with a calmer, more serene and almost magical vibe.
The spot was directed by Somesuch's Kim Gehrig, who was behind a recent ad for Lurpak and is known for her high-profile campaigns like Sport England's "This Girl Can," Libresse's "Viva La Vulva" and Gillette's "The Best Men Can Be." It features choreography by Ryan Heffington, who also worked on Apple's award-winning "Welcome Home" spot by Spike Jonze and movies such as "Baby Driver." The protagonist is portrayed by Matilda Sakamoto, a New York-based choreographer, movement director, dancer and actor.
The idea is to highlight that with AirPods Pro, you can snap back and forth between Transparency mode and Active Noise Cancellation, changing the way you experience the world around you. To achieve the “Snap” effect, Gehrig shot the entire film both in the daytime and at nighttime, allowing the seamless transition between the two worlds.
The soundtrack to the spot is a brand new track, “The Difference,” from Australian artist Flume, ft. Toro y Moi. It breaks as Flume embarks on a world tour, headlining multiple festivals this spring. He joined Zane Lowe on Apple Music’s Beats 1 today to discuss his new single and his involvement in the campaign.