El Apple's latest announcement has generated quite a stir around the world thanks to a fantastic combination of emotional storytelling, original art direction, and the prominent presence of, of course, actor Pedro Pascal. Titled "Someday," this campaign promotes the new AirPods 4 while its images tell a story of overcoming a breakup. Now we can also enjoy its making of, discovering everything that was experienced and prepared behind the scenes.
A visual account of emotional transformation
The piece has been directed, as you know, by Spike jonze and produced in collaboration with the agency TBWA\Media Arts Lab and the production company MJZ. Since its release, the video has achieved significant viral impact, surpassing 200 million views on digital platforms (23 million on YouTube alone), while also reinforcing Apple's image as a benchmark in advertising creativity.
Remember that the short features Pedro Pascal playing a character in the middle of pemotional grieving process that, thanks to music and Using AirPods 4, experiences a kind of inner transformation. The key idea of the advertisement revolves around the effect that music causes when combined with active noise cancellation, one of the standout features of Apple's new headphones.
The device thus becomes an evasion tool, allowing the protagonist change from a grey and melancholic scenario to a more vibrant and hopeful one. According to producer Jorie Feldman, "the story represents how you environment changes depending on the music you listen to, depending on your mood«.
Rehearsals, artistic direction and costumes at the service of storytelling
After enjoying this offering, what we now have is the behind-the-scenes video—released by Apple—which offers a detailed look at the creative process, from choreographic rehearsals to costume selection and the creation of the two visual environments that define the narrative.
La choreography was directed by Tanisha Scott, known for her work with artists such as Beyoncé, Rihanna, and Drake. Her approach was fundamental to telling the story through body movement. locker room, For its part, it was designed by Kym Barrett and includes subtle details such as color and texture changes that coincide with the character's emotional transition.
Also in the video we can see how Pascal It is delivered during rehearsals, as well as learning other details of the production process, such as the objective of opting for smooth visual transitions, a strategic use of color, and acoustic contrasts that guide the viewer through the emotional evolution of the protagonist.
A previous collaboration that sets a precedent
This isn't the first time Apple has collaborated with Spike Jonze. In 2018, the filmmaker directed another short film promoting the HomePod speaker, starring dancer FKA Twigs. That piece won an award for creative excellence in advertising, marking the beginning of a fruitful relationship between the director and the tech brand.
With "Someday," Apple once again opts for an unconventional narrative to connect with its audience while highlighting a key functionality of your device What is noise cancellation like? So bet on distance from the traditional technical approach in advertising technological products, betting on an "experience" that has in fact been very well received by the public and critics.
And with this type of work, Apple not only promotes its releases, but also contributes to redefining the standards of audiovisual advertising. The case of "Someday" with Pedro Pascal is a clear example of how a brand can use narrative and artistic tools to build a advertising experience in which technical specifications are left asideAnd yet, it transcends in the way it has, connecting with the viewer.
