Extreme loads
Titled No Sweat and designed by Apple’s historic agency, TBWAMedia Arts Lab, the film was produced by Megaforce. Without a doubt, it bears the mark of this French collective renowned for its stylized visual approach, its mastery of special effects and its keen sense of musical synchronization.
The production features a weightlifter who suddenly transforms into a “twirler”, wielding and twirling his impressive barbell like a simple cheerleader’s baton to perform acrobatic dance movements that defy the laws of physics… Rhythmic to the track You Gotta Be, its choreography symbolizes the extreme workloads that the MacBook Pro and its M4 chips can handle “effortlessly”.
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We will also note the voice-over of Johnny Weir, former Olympic figure skating champion and, now, sports commentator, whose narration accompanies the crescendo progression of our “transformer” weightlifter, like the M4 chip which reaches new peaks of performance and this new generation of MacBook Pro which combines performance and mobility more than ever.
For the record, Apple explains that the production team surrounded itself with multi-award winning choreographer Denna Thomsen and former stick twirling world champion Yvonne (Bonnie) Palacios to direct the star of the spot.
Deployed worldwide, the campaign will be broadcast on TV, on streaming platforms and/or on social networks, depending on the market.
Advertiser: Apple
Agence: TBWAMedia Arts Lab
Media: TV, streaming, social networks
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