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Apple “Power to The Pro” 2019

Apple “Power to The Pro” (2019) is an Apple commercial, produced by Buck. It won 2 awards, including Clio 2018 Silver — Film Technique (Animation) / Animation and Kinsale Sharks 2019 Bronze Film Craft - Animation (International) - Animation Design.

This ad showcases the powerful specifications of the Apple iMac Pro through dynamic text animations and abstract visuals, culminating in a sleek product reveal.

Video: Apple Australia on YouTube

Shot by shot

  1. A dark screen with white text displaying various computer specifications, including "18-core Xeon processor" and "5K Retina display," with a blue light streak across the center.© Apple0:00
  2. A close-up shot of the number "18" and the word "CORE" in a digital, futuristic setting, with a glitch effect.© Apple0:08
  3. A dynamic shot of white text on a dark blue background, with words like "18-core Xeon processor" and "5K Retina display" flying towards the viewer.© Apple0:11
  4. A dynamic shot of blue and white smoke or clouds swirling and expanding against a dark background, creating an abstract, ethereal visual.© Apple0:15
  5. A close-up shot of an Apple iMac Pro, with a blue and white cloud graphic on its screen, rotating slowly on a dark surface.© Apple0:17
  6. The Apple iMac Pro is shown in a hero beauty shot, with the product name "iMac Pro" displayed prominently on a dark background.© Apple0:22

Stills © Apple. Made by Buck.

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

The idea

Dynamic text and abstract visuals highlight iMac Pro's power for professionals.

Tagline: “Power to the pro.”

tech specs as visual artabstract to concrete revealpower through visual effectsminimalist product showcasebuild-up to hero shot

The cut

Length
30 s
Shots
8
Average shot
3.8 s
Format
cgi

What creatives use Apple “Power to The Pro” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Power to The Pro”? 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 dark screen with white text displaying various computer specifications, including "18-core Xeon processor" and "5K Retina display," with a blue light streak across the center.© AppleA close-up shot of the number "18" and the word "CORE" in a digital, futuristic setting, with a glitch effect.© AppleA dynamic shot of white text on a dark blue background, with words like "18-core Xeon processor" and "5K Retina display" flying towards the viewer.© AppleA dynamic shot of blue and white smoke or clouds swirling and expanding against a dark background, creating an abstract, ethereal visual.© Apple
    Frames from Apple “Power to The Pro”

  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 “Power to The Pro” in order, with its length, framing and what happens in it.

    A dark screen with white text displaying various computer specifications, including "18-core Xeon processor" and "5K Retina display," with a blue light streak across the center.© AppleA close-up shot of the number "18" and the word "CORE" in a digital, futuristic setting, with a glitch effect.© AppleA dynamic shot of white text on a dark blue background, with words like "18-core Xeon processor" and "5K Retina display" flying towards the viewer.© AppleA dynamic shot of blue and white smoke or clouds swirling and expanding against a dark background, creating an abstract, ethereal visual.© AppleA close-up shot of an Apple iMac Pro, with a blue and white cloud graphic on its screen, rotating slowly on a dark surface.© AppleThe Apple iMac Pro is shown in a hero beauty shot, with the product name "iMac Pro" displayed prominently on a dark background.© Apple
    Length: 30 s · Shots: 8 · Average shot: 3.8 s · Format: cgi

Award-winning tech commercials

Questions

What awards did Apple “Power to The Pro” win?

2 awards, including Clio 2018 Silver — Film Technique (Animation) / Animation and Kinsale Sharks 2019 Bronze Film Craft - Animation (International) - Animation Design.

What is the tagline of Apple “Power to The Pro”?

“Power to the pro.”

Sources for the credits and awards

web.archive.orgweb.archive.orgclios.com