March 27, 2018

Watch: Recognize the Genius of Spike Jonze's Apple Ad in this BTS Video

One of 2018's best music videos/ads is revealed to be even more complex than we initially thought.

Commissioned by Apple as a way to bring attention to the company's recently introduced Homepod speakers, Spike Jonze's Welcome Home music video/advertisement/immersive experience has captured the imagination of millions across the globe.

We documented Jonze's exuberantly candy-colored piece earlier this month, marveling at how its free-spirited direction and meticulous set-design made for a playful experience merging the musical talents of FKA Twiggs with Anderson .Paak to startling, smile-inducing effect. Thanks to the good folks at AdWeek, a new behind-the-scenes video has unveiled how it all came together. 

Over a brief seven minutes, the video gives a fairly comprehensive overview of the production's (literally) moving parts, speaking briefly with the production's choreographer, movement coach, art director, creative director, production designer, VFX supervisor, off camera dancers, and Jonze himself.

It's fascinating to learn how practical effects played such an important role in the set design; if a wall or piece of furniture was required to expand several feet outward, it was built accordingly to grow out or fold inward. Miniature models of the set were built to provide spatial clarity, while a life-size version was designed as a funhouse with occasionally shaky but ultimately efficient walls.

And lest you believe that any pop song could be placed over Jonze's short and provide the same effect, the video makes clear that the project was very much directed with Anderson .Paak's "Till It's Over" in mind. There's no doubt that each production choice, from the dizzying spin of a couch to each calculated gesture performed by FKA Twiggs, were painstakingly planned and rehearsed.

It's a fun watch—Twiggs' Facetime audition video for Jonze is a sleep-deprived moment of vulnerability we often aren't privy to— that we'll probably be watching over and over again, much like the inspired project it documents.      

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3 Comments

a creator's dream

March 27, 2018 at 5:22PM, Edited March 27, 5:22PM

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Jan Becker
DP, Director, Producer
277

It's awesome that there are deep pocket clients that are willing to indulge and pay for creative projects like this. At the end of the day when the effectiveness of the ad campaign is measured (incremental increased unit sales, cost of ad campaign, brand and product awareness, etc) this will be an accounting fail ..... soooo .... I suspect there is more going on here .... Apple is all about making money!

March 27, 2018 at 6:06PM

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Everyone think, It's completely vfx.
Thanks for this video.

April 16, 2018 at 12:33PM

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Sameir Ali
Director of Photography
697