Apple has released a behind-the-scenes video detailing the production of its new branding campaign. The project involved a collaboration with the design agency TBWA/Media Arts Lab and music producer Fred again.. to create visual assets.
The production team utilized a mineral oil tank equipped with a transducer to generate physical ripples. These ripples interacted with branding elements printed on transparent panels, which were then captured on camera with professional lighting setups.
The company documented the physical creation process to highlight the human effort behind the final visuals. This approach emphasizes the value of tangible craftsmanship in an era increasingly dominated by generative AI content.
