Designed By Apple in California

Apple is running “Designed By Apple”, an online and television advertising campaign promoting the values behind the production of new Apple products. Two commercials, “Our Signature” and “Intention” explore the meaning of the “Designed by Apple in California” phrase etched on the back of every Apple product, with an online connection to the campaign at Voiceover is by Ben Affleck.

Designed by Apple

Designed by Apple
Designed by Apple

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
Will it make life better?
Does it deserve to exist?
We spend a lot of time on a few great things until every idea we touch enhances each life it touches.
You may rarely look at it, but you’ll always feel it.
This is our signature, and it means everything.

Designed by Apple

Designed by Apple Credits

The Designed by Apple campaign was developed at TBWA/Media Arts Lab, Los Angeles, by chief creative officer Duncan Milner, executive creative directors Eric Grunbaum and Chris Ribeiro, group creative director Drew Stalker, associate creative directors/art directors Zamir Antonio, Melinda Keough and Niraj Zaveri, associate creative director/copywriters Kevin Butler and Brooks Jackson, art director Joe Fotheringham and copywriter Rob Goldenberg (Signature), art director Danny Duran and copywriter Zane Miller (Intention), executive producer Mike Refuerzo, agency producers Hank Zakroff, Mallory Gordon, Tessa Kocourek, Woody Smith, Ben Bragg, Stephanie Gocke.

Filming of Signature was shot by director Derek Cianfrance via Radical Media with director of photography Matthew Libatique.

Editors were Jared Collier, Billy Sacdalan and Tom Muldoon at Nomad. Colorist was Tom Poole at Company 3 with lead smoke artist Brian Robinson, lead Flame artist Glenn Bennett.

Animation of “Intention” was produced at Buck.

The print campaign was developed at TBWA\Media Arts Lab by head of art Helen O’Neill, senior art producer Sara Clark, art producer Jessica Gerweck, global director of print production Peter Nolan, print producer Anna Haro, project manager Jayson Dana, photographer Jason Nocito.

Digital art was by Epilogue Inc.

Prepress was by Continental Colorcraft