A four minute film. Directed by Spike Jonze. Starring FKA twigs. Soundtrack by Anderson Paak. “Welcome Home” demonstrates the immersive listening experience HomePod can deliver in any home. It’s ultimately a universal tale about the effect sound and music has in our living space, told through movement and dance. The emotional journey of the character is reflected by the colorful transformation of the physical environment, providing an epic feel to a very intimate story.

A four minute film. Directed by Spike Jonze. Starring FKA twigs. Soundtrack by Anderson Paak. “Welcome Home” demonstrates the immersive listening experience HomePod can deliver in any home. It’s ultimately a universal tale about the effect sound and music has in our living space, told through movement and dance. The emotional journey of the character is reflected by the colorful transformation of the physical environment, providing an epic feel to a very intimate story.

Within 24 hours, Welcome Home catapulted HomePod into global pop culture, skyrocketed to #1 Trending on YouTube organically, where it trended for 14 days to become the most watched piece of branded entertainmnet of March 2018 in that platform. The film took the internet by storm, generating more than 900 articles across international mass media, sparking hundreds of thousands of spontaneous reactions on social media. Feeds where splashed with colorful fan art inspired by the most iconic moments in the story. ’Til It’s Over' by Anderson Paak raised to the top of the charts across radio stations and music online channels. Pitchfork named Welcome Home the best music video of March 2018.

For "Welcome Home", we needed a song with movement, heart, and allowed for expressive choreography. With our history of breaking bands, the song had to stand out as uniquely Apple. Anderson Paak is a rising talent in music. The song producer Michael Uzowuru was a rising start himself, having produced for Frank Ocean, Vince Staples, and Earl Sweatshirt among others. The pairing sounds as fresh as anything out there, and allowed for Spike Jones to build a script and choreography around the beats of the song. The crazy syncopated sounds allow for our talent FKA Twigs to really let loose.

Generate buzz around our new speaker while simultaneously generating excitement around the song featured, a new release from rising star Anderson Paak. Puling from Apple ability to introduce audiences to new artists, we wanted to identify a rising star who would generate curiosity and also work perfectly with our creative execution.

In 2018, Apple launched HomePod. A smart-speaker that can re-architect the acoustics of any space to deliver the highest-fidelity sound. Coupled with the intelligence of Siri and Apple Music integration, HomePod takes the home listening experience to a whole new level for anyone who loves and respects music.