Apple: Custom Memory Movies
Brand
Date
Sep 2024
Description
This campaign for Apple highlights the Custom Memory Movies feature, demonstrating the interface through a live-action narrative set in a casual outdoor environment. The spot focuses on an intimate group interaction, using natural daylight to maintain a cinematic and clean aesthetic. Developed by TBWA Media Arts Lab Los Angeles and TBWA\Media Arts Lab Sydney, the project blends real-world dialogue with close-up product demonstrations. Production was handled by O Positive, with post-production and VFX services provided by Trafik and Cut+Run US.
Style
Horizontal, Cinematic, Clean
Industries
Context
TVC / TV Commercial
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