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Brand
Apple
ProjectFloat

Apple Float 2020

Associated creatives

MPC LA
MPC LAPost Production / VFX
MAL
MALAgency / Creative
MPC LA
MPC LAProduction

Tags

hummingbirdhummingbird hoveringapple ipadipadtablet computerapple tablet

Description

This commercial video for Apple's project Float features a brilliantly iridescent hummingbird interacting with an iPad against a clean minimalist studio background. The video highlights macro close-ups of the bird's feathers and eye reflection alongside crisp product shots of the tablet. The post-production was handled by MPC LA, with creative agency MAL. The color grading emphasizes vibrant blues, greens, and purples on the hummingbird plumage, contrasting with the sleek metallic finish of the Apple hardware.