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 Â this design-minded and quintessentially Apple film that played at the end of the event. "Intention," by TBWA/Media Arts Lab and animatedÂ out of Buck,Â is a sophisticated, butÂ 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 poeticÂ copy ("we start to confuse convenience with joy, abundance with choice") accompanies lilting piano music.
Accompanying this film is thisÂ TV spot, "Our Signature," a more traditional, but lovely commercial that also feels like classic Apple.Â Â Directed by Derek Cianfrance ("Blue Valentine") of @radical.media , it showcasesÂ the various uses of Apple products, focusing on the way they make people film and the impact they have, while keeping the variousÂ 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.