In 2014, we were asked to create a keynote opening film for Apple that spoke to their values as a company.

Steve Jobs once said: give people wonderful tools, and they’ll do wonderful things. This value is rooted at the core of everything Apple does. Whether it’s a hardware product, a software experience or a service, flawless design has, is, and always will be part of the DNA of the company.

“Wonderful tools” is a delightful visual journey that celebrates this design principle, through the shapes of Apple’s most iconic products, software experiences and services. From the groundbreaking all-in-one compact design of the Macintosh 128k, to the industry changing iPod’s click wheel, the revolutionary iPhone, or the world beating Apple Watch UI among many others. The film brings it all alive through minimalistic, iconic colorful shapes designed in 2D in one seamlessly animated visual ride. A wonderful gift for the eye.

Apple decided to open the September 2019 keynote with the film. We made something wonderful on the wonderful tools Apple created. And we did it by continuing to push and persevere even when the answer was no, just like Steve Jobs would have wanted. After it ran Laurene Jobs (Steve’s wife) asked for a copy to keep for herself, and Jony Ive called it his “personal resume.” Not bad for a piece five years in the making.