Film Craft > Production
TBWA\MEDIA ARTS LAB, Los Angeles / APPLE / 2020
Awards:
Overview
Credits
Write a short summary of what happens in the film.
Reluctant about going to work, a young man puts his Airpods on to leave his apartment. The second the music hits, he experiences a new found freedom that sends him bouncing through the city in an unusual commute. The film showcases beautiful lines and streamlined movement that capture the spirit of our inner child and explores the world as a playground with the right music and the right device.
Cultural / Context information for the jury
In 2019, Apple launched a new iteration of its best selling product, AirPods. The novelty was the wireless charging and hands-free Siri commands which gave users more freedom when using the product. This idea of wireless gave birth to the film, which explores the journey of a man completely unburdened by gravity.
Tell the jury about the production design / art direction.
It might sound insane but the goal was to build a city made of trampolines. This fictional place needed to be created for the film to exist and so a lot was riding on production design. With our art direction, we needed to convey the state of mind of our protagonist his emotional journey from ennui to exhilaration as the story unfolded. It was also crucial to capture the movement without any stiffness, there was a sense of glee and playfulness that contrasted with the austerity of our color scheme and every frame was designed to get that feeling across.
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