Apple: Float
Brand
Date
Sep 2020
Description
Apple showcases the iPad in this commercial titled Float, which frames the device against a clean, minimalist studio aesthetic. The production integrates macro-lens imagery of an iridescent hummingbird, utilizing 3D render/CGI and live-action techniques to contrast the bird's plumage with the tablet's metallic design. Developed by creative agency MAL, the commercial emphasizes detail through sharp VFX/visual effects work. Post-production for the project was managed by MPC LA, focusing on high-contrast color grading to highlight the interplay between nature and consumer electronics.
Style
Horizontal, Commercial, Clean, Minimalist
Techniques
3D render / CGI, VFX / visual effects
Industries
Color
Cobalt
Forest Green
Violet
Background
White Seamless
Context
Advertising Campaign, TVC / TV Commercial
Associated creatives
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