For Apple’s October “Unleashed” Event, we were tasked with creating an opening film that laid the groundwork for the two biggest announcements in the Keynote: Mac and Music. Challenging us to make something that connected with our core Apple audience, while getting the broader range of viewers hyped for the event.

The idea was simple, use the Mac to create a song with only sounds from Apple devices. We went through the entire 45-year catalogue to build a database that we felt would best create a piece of music. Even recoding some physically to add more depth. We then partnered with Producer and Artist, A. G. Cook, to help us turn these disparate elements into a piece of music. Ensuring that every single component of the track was made from an actual Apple sound. No fillers. No mixing studio. The result was a film that connected with our core Apple audience and kicked off the event with a bang.

The sounds of their products is a major focus to Apple, as well as their fans. Playing off Apple’s 45-year anniversary we decided to create a piece that was equally modern and nostalgic. Pulling together sounds from Apple devices and showing them being turned into a song on a Mac in a garage, as a subtle nod to the companies origins. By opening ourselves up to the entire 45-year library of Apple sound we were able to tap into the hearts of Apple’s consumers young and old. The result was a a piece of music that embodied a nostalgic essence with a modern twist and a film that struck a chord with our audience.

This was the opening film for the October 2021 Apple Event. Seen live by millions of people worldwide. It also premiered on YouTube the same day and continues to live on Apple’s YouTube page.

Viewed live by millions of people across the globe. The YouTube piece received 1.5 million organic views (3x the benchmark) & a 61% completion rate (2x the benchmark).