Apple's Design-Minded 'Intention' is #10 in Creativity's Best of Film
Gorgeous design film positions company as a perfectionist
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 @radical.media , 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.
Credits
- Date
- Jun 11, 2013
- Brand :
- Apple
- Client :
- Apple
- 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 :
- Buck
- Director :
- Buck
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