Apple: Crush
Brand
Date
May 2024
Description
Apple showcases the expansive creative potential of the iPad Pro in this cinematic commercial, titled 'Crush.' The spot features a meticulously arranged warehouse set, functioning as a sprawling physical installation of musical, artistic, and gaming equipment that is captured through sweeping, wide-angle movements. Produced by Iconoclast US with VFX by a52, the project employs a moody, atmospheric aesthetic. The live-action technique leans into cool teal tones and industrial lighting to frame an array of instruments, arcade machines, and art supplies, contrasting the physical density of the studio set with technical precision.
Style
Horizontal, Commercial, Cinematic, Cool
Industries
Color
Navy
Jet Black
Crimson
Background
Warehouse
Context
TVC / TV Commercial
Associated creatives
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