Apple Perspective in Optical Illusions
Apple has released “Perspective”, a short film using optical illusions and typography to present the values of creative innovation associated with the Apple brand. The 2:55 minute video used to open the September 9th keynote address celebrates the people who have always seen things differently. Speaking about the video, Tim Cook said, “Those words mean a great deal to us. They help us express just how we see things differently and we hope they mean something to all of you who also see things differently and to everyone who is striving to move the world forward.”
“Here’s to all those who have seen things differently. The ones who follow a vision, not a path. Where others perceive first as valuable, you value the first thing that actually matters. While others are distracted by the new, you focus on the significance of a whole new take. Even before you could see how, you never doubted we would change things. And then we did change things together again and again. Relentless optimism is what moves the world forward. So keep seeing things differently. Keep trusting theres is always another way, a better way, a bigger way. One that lifts up humanity, breaks down our barriers and heals the landscape. You are the difference between the world as it was and the better place it will become. And being different is the one thing about us that will always be the same.”
Apple Perspective Credits
The Apple Perspective project was developed at TBWA/Media Arts Lab by global chairman Lee Clow, chief creative officer Duncan Milner, executive creative director Eric Grunbaum, group creative directors Drew Stalker and Chris Ribeiro, senior art director Dimitri Kalagas, senior copywriter Chris Cork, agency producers Mara Milicevic and Adam Nelson.
The Apple Perspective commercial was inspired by the concept developed by OK GO’s The Writing’s On The Wall music video and was produced at 1st Ave Machine by directors Aaron Duffy, Andrew Sloat, and Bob Partington.
Editor was Glenn Martin at Nomad. Graphics were designed at Work-Order.
Post production was done at The Mill.