Apple gives the gift of creativity
Apple’s holiday film celebrates the power of imagination as well as the people who believe in our creativity before we can see it for ourselves.
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Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company PRETTYBIRD
- Director Melina Matsoukas
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Unlock full credits and more with a shots membership
Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company PRETTYBIRD
- Director Melina Matsoukas
- Production Co. De La Revolucion
- Editing Final Cut/Los Angeles
- Post Production Pariah VFX & Post
- Color Color Collective
- Sound Lime Studios
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company PRETTYBIRD
- Director Melina Matsoukas
- Production Co. De La Revolucion
- Editing Final Cut/Los Angeles
- Post Production Pariah VFX & Post
- Color Color Collective
- Sound Lime Studios
- DP Bradford Young | (DP)
For many kids, scribbling on walls or on the side of bath tubs - that youthful, anarchic display of creativity - is something they might be reprimanded for.
But, for others, it's the first indication that art is a passion they will pursue throughout their life and, if they're lucky, something their parents will encourage. That's the starting point for Apple's new film, which puts creativity, passion and belief at its core.
Created by TBWA\Media Arts Lab Los Angeles and directed by Melina Matsoukas through Prettybird and De La Revolución, the almost four-minute spot follows an imaginative boy whose inner world comes alive through his art. As childhood gives way to the trials and tribulations of young adulthood, he puts his creative self aside, but his parents still see the artist in him, and their belief in their son - along with the gift of a MacBook Neo - helps him find his way back to creativity.
The film's protagonist uses his first MacBook as a tool for rediscovering his artistry, helping him begin a storyboard for a new character, illustrated by artist Hebru Brantley. The story is personal for the people who brought it to life, with Matsoukas, Brantley and cinematographer Bradford Young drawing on their own experiences as young creatives with big dreams, shaping a film about their creative possibility and the people who nurture it.
Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company PRETTYBIRD
- Director Melina Matsoukas
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company PRETTYBIRD
- Director Melina Matsoukas
- Production Co. De La Revolucion
- Editing Final Cut/Los Angeles
- Post Production Pariah VFX & Post
- Color Color Collective
- Sound Lime Studios
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA\Media Arts Lab/Los Angeles
- Production Company PRETTYBIRD
- Director Melina Matsoukas
- Production Co. De La Revolucion
- Editing Final Cut/Los Angeles
- Post Production Pariah VFX & Post
- Color Color Collective
- Sound Lime Studios
- DP Bradford Young | (DP)
“My goal with work is to create pieces that move people and create change in the world," said Matsoukas. "I saw the opportunity to do that with this project and was fortunate to work with a brand that had the courage to do so. In this moment in the world, to deliver a message that inspires people to follow their passions, to protect our artists, and to look at the world as a canvas of possibilities, is something I’m very proud to have been a part of."
Brantley created every piece of artwork seen in the film, from the boy’s early drawings to the animated character that brings his rediscovered creativity to life. His artwork, examples of which can be seen in the film above, traces the boy’s evolution as an artist, giving visual expression to his creative world. He developed the final character on MacBook Neo, moving between analog and digital as he worked.
“Our experiences shape what we create," commented Brantley. "My mother saw the artist in me before I could see it in myself, and her belief gave me the confidence to explore that – which I’ll continue to honor. That’s why this story is special to me. The right tools can help us unlock our creativity. For the young artist in the film, the MacBook Neo is also a reminder that his parents see the potential in him, and an invitation to reconnect with it.”
