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Apple “Intention” 2014

Apple “Intention” (2014) is an Apple commercial for TBWA\Media Arts Lab, produced by zixul on Vimeo. It won 2 awards, including Cannes Lions 2014 Film Bronze and Ad Age Creativity Best of 2013 Film #10.

This ad explores Apple's philosophy of design and intention, emphasizing the meticulous process behind creating products that enhance lives through thoughtful choices and continuous refinement.

Video: AppleWho on YouTube

Stills © Apple. Made by TBWA\Media Arts Lab and zixul on Vimeo.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Apple's design philosophy: intention, focus, and perfection in every detail.

Tagline: “Designed by Apple in California”

minimalist aestheticphilosophical inquiryabstract animationtext-driven narrativeprocess over productbrand as a visionary

The cut

Length
89 s
Shots
6
Average shot
14.9 s
Format
motion graphics

What creatives use Apple “Intention” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Intention”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A white circle with the words "enhances each life" appears on a black background, then shrinks and expands to reveal "it touches."© Apple
    Frames from Apple “Intention”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Apple “Intention” in order, with its length, framing and what happens in it.

    A white circle with the words "enhances each life" appears on a black background, then shrinks and expands to reveal "it touches."© Apple
    Length: 89 s · Shots: 6 · Average shot: 14.9 s · Format: motion graphics

  3. 03Ad ideas: every spot built on a minimalist aesthetic

    Before you present an idea, you need to know who has done it, and how.

    Apple “Intention” is built on a minimalist aesthetic. Search the library by idea to see every spot that uses it.

    New Balance “Grey Days”© New BalanceAudi “Audi Rings”© AudiOpenAI “The Intelligence Age”© OpenAIHennessy “Board Game”© Hennessy
    New Balance · Audi · OpenAI · Hennessy

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  • Apple iPhone "14 - ‘Longer Nights. Longer Battery Life" (2023) commercial still© Apple iPhoneApple iPhone “14 - ‘Longer Nights. Longer Battery Life” 2023Dir. Sam Brown · TBWA\Media Arts Lab
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Award-winning tech commercials

Questions

Which agency made Apple “Intention”?

TBWA\Media Arts Lab created it for Apple (2014).

What awards did Apple “Intention” win?

2 awards, including Cannes Lions 2014 Film Bronze and Ad Age Creativity Best of 2013 Film #10.

What is the tagline of Apple “Intention”?

“Designed by Apple in California”

Sources for the credits and awards

The WorkThe Workweb.archive.org