ABOUT

For Apple’s October “Unleashed” Event, we were tasked with creating an opening film that laid the groundwork for the two biggest announcements in the Keynote: Mac and Music. So we went straight at the intersection of the two with a simple concept. Use the Mac to create a song with only sounds from Apple devices. We went through the entire 45-year catalogue of Apple sounds, sifting through hundreds to build a database of tones that we felt would best create a piece of music. Even recoding some physically to give the song a broader array and richer character. We then partnered ourselves with Producer and Artist, A. G. Cook, to help us turn these disparate elements into a piece of music. Ensuring that every single component of the track was made from an actual Apple sound and that the entire thing was input and built on Mac. No fillers. No mixing studio. For the visuals, we loved the idea of something simple and performative. A. G. putting the song together in his garage home studio. And for the true Apple fans out there we incorporated a few Apple product Easter Eggs into the space for a bit of sentimental value. The result was a song that embodied a nostalgic essence with a modern twist and film that connected with our core Apple audience and kicked off the event with a bang.