Apple has a longstanding tradition of engineering and manufacturing excellence. For years, content was provided to its fans and customers that illustrated these capacities in action. Vision Pro offered an opportunity to reengage with manufacturing as a concept.

The idea was a film that presented the manufacturing process honestly and transparently. Shoot on-location, no elaborate stage-builds or VFX, and if there are frayed wires or scratches on the machines... don't fix them; present them proudly.

The key objective was to not only to celebrate the way Vision Pro is manufactured, but as a celebration of the way ALL Apple products are manufactured.

The edit was designed to NOT be award winning. It could not make notice of itself. Success editorially meant a seamless flow. It's job was to NOT be noticed, but to present a very complicated process with a very comfortable vibe, never allow the viewer to feel overwhelmed, and lean into a brilliant piece of music for a hypnotic pace, without ever showing off or using flare.

Restraint is this edit's second greatest achievement. Its first was bringing whimsy and humanity to a story full of machines and robots.