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Monday, March 26, 2018
This Look Inside Spike Jonze’s Apple Ad Is as Fascinating as the Film Itself
Adweek: Apple’s short film “Welcome Home,” directed by Spike Jonze and starring FKA twigs as a beleaguered city dweller whose drab apartment becomes a colorful, shape-shifting oasis thanks to her HomePod device, is easily one of 2018’s most captivating ads so far.
Once again Apple excels at marketing their products around an idea. In this commercial, Jonze shows the Homepod doing only one thing: playing music. This a basic feature that is not even that remarkable, yet this commercial hones in on the idea of limitless possibilities and creativity. The homepod transports you to another world, one where the you are no longer confined by the walls of your apartment. This is so clearly tailored towards young millenials who have busy lives and living in cramped apartments. It is trying to convince them that this device will allow them to experience life in a way they could never have done so before. What is more fascinating is watching Jonze ply his craft in filming and staging this commercial. He is clearly concerned with getting precise movements and beats to make this as smooth and seamless as possible. Videos like this are also interesting, because it highlights the important convergence between business and art, whereby Apple needed an established artist to produce a commercial for them.
Wow, I was really impressed by how artistically thought out and expressive this ad was, considering that apple could probably make the most generic ad known to man and turn a profit. It's encouraging to see the private sector making use of the arts and creativity, as it will promote the arts and artists as a secondary effect behind selling their product. Of course, the ad itself was really amazing, and probably led to an increased amount of sales due to all the attention it no doubt has grabbed. In addition, it was really cool to see all the complex interactions that went on behind the scenes, and I was impressed by all the interdisciplinary cooperation that went into making the ad. I really liked seeing how the same creative processes we are learning here are being applied in the real world, and with some of the biggest industries and artists around today. It's inspiring to think that one day I could maybe work on a project like this ad!
I’ve been seeing the shortened version of this ad all over the place recently and kept meaning to sit down and watch the full thing and I’m very glad that I have now. When I was watching it I was really hoping that the stretching was done through practical effects, and I was not disappointed. I think that this kind of design is absolutely incredible. The way that it makes you feel like genuine magic is happening, but due to the effects being practical there isn’t even the barrier of the uncanny valley to stop your imagination. I fully believed the illusion as reality because it in fact was. Hopefully in the future we can have real apartments where I can stretch walls and furniture to look like however I want. More realistically, I hope that one day I can work on the design side of something similar to this and be able to create real magic.
3 comments:
Once again Apple excels at marketing their products around an idea. In this commercial, Jonze shows the Homepod doing only one thing: playing music. This a basic feature that is not even that remarkable, yet this commercial hones in on the idea of limitless possibilities and creativity. The homepod transports you to another world, one where the you are no longer confined by the walls of your apartment. This is so clearly tailored towards young millenials who have busy lives and living in cramped apartments. It is trying to convince them that this device will allow them to experience life in a way they could never have done so before. What is more fascinating is watching Jonze ply his craft in filming and staging this commercial. He is clearly concerned with getting precise movements and beats to make this as smooth and seamless as possible. Videos like this are also interesting, because it highlights the important convergence between business and art, whereby Apple needed an established artist to produce a commercial for them.
Wow, I was really impressed by how artistically thought out and expressive this ad was, considering that apple could probably make the most generic ad known to man and turn a profit. It's encouraging to see the private sector making use of the arts and creativity, as it will promote the arts and artists as a secondary effect behind selling their product. Of course, the ad itself was really amazing, and probably led to an increased amount of sales due to all the attention it no doubt has grabbed. In addition, it was really cool to see all the complex interactions that went on behind the scenes, and I was impressed by all the interdisciplinary cooperation that went into making the ad. I really liked seeing how the same creative processes we are learning here are being applied in the real world, and with some of the biggest industries and artists around today. It's inspiring to think that one day I could maybe work on a project like this ad!
I’ve been seeing the shortened version of this ad all over the place recently and kept meaning to sit down and watch the full thing and I’m very glad that I have now. When I was watching it I was really hoping that the stretching was done through practical effects, and I was not disappointed. I think that this kind of design is absolutely incredible. The way that it makes you feel like genuine magic is happening, but due to the effects being practical there isn’t even the barrier of the uncanny valley to stop your imagination. I fully believed the illusion as reality because it in fact was. Hopefully in the future we can have real apartments where I can stretch walls and furniture to look like however I want. More realistically, I hope that one day I can work on the design side of something similar to this and be able to create real magic.
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