Apple's Design-Minded 'Intention' is #10 in Creativity's Best of Film

Gorgeous design film positions company as a perfectionist

Published On
Jun 10, 2013

Editor's Pick

It's been a while since we've seen this side of Apple: bold, brash, and unafraid. But at yesterday's WWDC, when the company introduced a suite of new products, it also reasserted its brand values wiith this design-minded and quintessentially Apple film that played at the end of the event. "Intention," by TBWA/Media Arts Lab and animated out of Buck, is a sophisticated, but pointed jab at the company's competitors, who are too busy "building everything" to ever really perfect one thing. A collection of dots and dashes make that point succintly, while poetic copy ("we start to confuse convenience with joy, abundance with choice") accompanies lilting piano music.

This gorgeous film comes in at No. 10 in the "Film" category in our "Best of 2013" countdown.

Accompanying this film is a TV spot, "Our Signature," a more traditional, but still lovely commercial. Directed by Derek Cianfrance ("Blue Valentine") of , it showcases the various uses of Apple products, focusing on the way they make people film and the impact they have, while keeping the various iPads, iPhones and Macbooks in the periphery, firmly positioning Apple as a conduit to a better life, instead of a company that expects your life to revolve around it.


Jun 11, 2013
Brand :
Client :
Agency :
TBWA/Media Arts Lab
Chief Creative Officer :
Duncan Milner
Executive Creative Director/Production :
Eric Grunbaum
Group Creative Director :
Chris Ribeiro
Group Creative Director :
Drew Stalker
Associate Creative Director, Copywriter :
Brooks Jackson
Art Director :
Danny Duran
Copywriter :
Zane Miller
Copywriter :
Rob Goldenberg
Executive Producer :
Mike Refuerzo
Agency Producer :
Mallory Gordon
Agency Producer :
Ben Bragg
Agency Producer :
Stephanie Gocke
Agency Producer :
Tessa Kocourek
Production/Animation :
Director :

Need a credit fix? Contact the Creativity Editors

Project Type