Creativity

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 @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.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jun 11, 2013
Agency:
TBWA/Media Arts Lab
CCO:
Duncan Milner
Client:
Apple
ECD:
Eric Grunbaum
GCD:
Chris Ribeiro
GCD:
Drew Stalker
ACD/AD:
Zamir Antonio
ACD/AD:
Melinda Keough
ACD/AD:
Niraj Zaveri
ACD/CW:
Kevin Butler
ACD/CW:
Brooks Jackson
AD:
Joe Fotheringham
CW:
Rob Goldenberg
Executive Producer:
Mike Refuerzo
Agency Producer:
Hank Zakroff
Agency Producer:
Mallory Gordon
Agency Producer:
Tessa Kocourek
Agency Producer:
Woody Smith
Production Company:
@radical.media
Director:
Derek Cianfrance
DP:
Matthew Libatique
Editorial Company:
Nomad Editing Company
Editor:
Jared Coller
Editor:
Billy Sacdalan
Editor:
Tom Muldoon
Post Production Company:
Company 3
Lead Smoke Artist:
Brian Robinson
Lead Flame Artist:
Glenn Bennett
Colorist:
Tom Poole

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.