Apple: Our Signature

Gorgeous design film positions company as a perfectionist

Published on Jun 11, 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.

Accompanying this film is this TV spot, "Our Signature," a more traditional, but lovely commercial that also feels like classic Apple.  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.

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Jun 11, 2013
TBWA/Media Arts Lab
Chief Creative Officer:
Duncan Milner
Eric Grunbaum
Group Creative Director:
Chris Ribeiro
Group Creative Director:
Drew Stalker
Zamir Antonio
Melinda Keough
Niraj Zaveri
Kevin Butler
Brooks Jackson
Art Director:
Joe Fotheringham
Rob Goldenberg
Executive Producer:
Mike Refuerzo
Agency Producer:
Hank Zakroff
Agency Producer:
Mallory Gordon
Agency Producer:
Tessa Kocourek
Agency Producer:
Woody Smith
Production Company:
Derek Cianfrance
Director of Photography:
Matthew Libatique
Editorial Company:
Nomad Editing Company
Jared Coller
Billy Sacdalan
Tom Muldoon
Post Production Company:
Company 3
Smoke Artist:
Brian Robinson
Lead Flame Artist:
Glenn Bennett
Tom Poole

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