Welcome Home
Apple (HomePod)2018
Welcome Home is a 2018 online film for Apple, created by TBWA\Media Arts Lab, Los Angeles.
Why it works
FKA twigs plays a woman who drags herself home after a draining day, asks Siri on her HomePod for some music, and dances as her cramped apartment stretches, slides and blooms in colour around her to Anderson .Paak's "'Til It's Over". Spike Jonze directed the four-minute film for TBWA\Media Arts Lab; Apple released the full version on YouTube in March 2018 and kept a shorter cut for television. It is studied for making an invisible product benefit, sound that fills a room, into something you can watch, and for how much of the illusion was built rather than rendered: the behind-the-scenes film showed the room-stretching effects relied on relatively little CGI, with choreographer Ryan Heffington shaping the movement and Hoyte van Hoytema on cinematography. At Cannes 2018 it took one of two Grand Prix in the Entertainment Lions for Music, and in 2019 it won a One Show Gold Pencil for long-form online film.
Techniques
- Jingles and music A single song, requested from the speaker, drives the dance and every transformation, so the music becomes the visible proof of room-filling sound.
- Storytelling A worn-out woman comes home after a draining day and, once the music starts, her cramped apartment stretches and blooms in colour around her.
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