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Apple: Rick's Rescue

Brand
Apple
Date

Apr 2025

Description

Apple explores a dramatic rescue narrative in its project Rick's Rescue. The commercial centers on an emergency event unfolding at a sandy beach at dusk, establishing a high-stakes tone through precise environmental pacing. The spot utilizes cinematic drone footage to capture the vast, dark ocean landscape, juxtaposed with tight, focused shots of an Apple Watch interface. The visual language leans into moody, desaturated color grading to emphasize the atmospheric tension of the scene. Creative development was led by agency TBWA\Media Arts Lab – ANZ, with production handled by Scoundrel. The project's post-production and VFX work were completed by ARC (Australia) and Fin Design + Effects Sydney, while the sonic environment was developed by Massive Music Sydney and Turning Studios.

Style

Horizontal, Cinematic, Moody, Desaturated

Techniques

Drone footage

Industries
Consumer Electronics
Background

Sandy Beach

Context

TVC / TV Commercial

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