Apple: A New World To Play In
Brand
Date
Mar 2020
Description
Apple explores the integration of portable gaming into everyday life in this commercial, A New World To Play In. The project transitions between live-action footage of users on tablets and smartphones and immersive, animated game sequences. Produced with support from Reset, The Lift, and Framestore, the commercial utilizes a hybrid 3D render and CGI aesthetic alongside live-action technique. The cinematography employs dynamic framing and practical lighting to bridge the gap between urban environments and fantasy landscapes, while post-production by Framestore and Whitehouse Post - UK defines the visual bridge between reality and digital content.
Style
Horizontal, Cinematic
Techniques
3D render / CGI
Industries
Color
Navy
Beige
Background
Road
Context
TVC / TV Commercial
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