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Apple “Sway” 2018

Apple “Sway” (2018) is an Apple commercial directed by Sam Brown for TBWA, produced by Imperial Woodpecker. It won 4 awards, including Cannes Lions 2018 Film Craft Silver, One Show 2018 Silver Pencil — Moving Image Craft and Ciclope 2018 Gold Brand Content Short Form Cinematography.

A young woman, initially alone and somber, finds joy and connection through music and dance with a stranger in a snowy, festive city, culminating in a romantic embrace.

Video: Rogue Films on Vimeo

Shot by shot

  1. A young woman in a winter coat walks down a snowy city street, surrounded by other pedestrians and storefronts, looking around with a neutral expression.© Apple0:00
  2. A person's hand holds an iPhone X, unlocking it and then playing music by Sam Smith, in a snowy outdoor setting.© Apple0:05
  3. A young woman with dark hair in a ponytail, wearing a light blue hoodie and white AirPods, dances joyfully in a snowy urban street at night.© Apple0:14
  4. A man and a woman, both in their 20s, look at each other while dancing in a snowy city street.© Apple0:28
  5. Two people, a male and a female, run through a snowy, arched alleyway at night, illuminated by blue and white lights.© Apple0:34
  6. A man and a woman dance closely, holding hands and looking at each other, in a snowy, dimly lit city street at night.© Apple0:40
  7. A man and woman dance playfully in a snowy town square at night, illuminated by string lights and falling snow.© Apple0:45
  8. A man and woman dance in the snow, with the man lifting the woman, while another woman watches in the background at a festive outdoor ice rink.© Apple0:53
  9. A young man and woman dance closely in the rain at night, illuminated by streetlights, with water splashing around them.© Apple0:58
  10. A man and a woman dance in a snowy, dimly lit courtyard at night, with a car and tables in the background.© Apple1:03
  11. A male dancer in dark clothing performs an acrobatic move, silhouetted against a bright spotlight in a dark, misty space with floating particles.© Apple1:13
  12. A man and a woman, both wearing AirPods, look into each other's eyes, almost kissing, in a vibrant, neon-lit urban setting at night.© Apple1:19

Stills © Apple. Made by TBWA, Imperial Woodpecker and Sam Brown.

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

The idea

Music transforms a lonely winter walk into a magical, romantic dance with a stranger.

Tagline: “Move someone this holiday.”

stranger connectionmusic as catalystwinter wonderlanddance as expressionmagical realismholiday romance

The cut

Length
91 s
Shots
49
Average shot
1.9 s

What creatives use Apple “Sway” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Sway”? 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 young woman in a winter coat walks down a snowy city street, surrounded by other pedestrians and storefronts, looking around with a neutral expression.© AppleA person's hand holds an iPhone X, unlocking it and then playing music by Sam Smith, in a snowy outdoor setting.© AppleA young woman with dark hair in a ponytail, wearing a light blue hoodie and white AirPods, dances joyfully in a snowy urban street at night.© AppleA man and a woman, both in their 20s, look at each other while dancing in a snowy city street.© Apple
    Frames from Apple “Sway”

  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 “Sway” in order, with its length, framing and what happens in it.

    A young woman in a winter coat walks down a snowy city street, surrounded by other pedestrians and storefronts, looking around with a neutral expression.© AppleA person's hand holds an iPhone X, unlocking it and then playing music by Sam Smith, in a snowy outdoor setting.© AppleA young woman with dark hair in a ponytail, wearing a light blue hoodie and white AirPods, dances joyfully in a snowy urban street at night.© AppleA man and a woman, both in their 20s, look at each other while dancing in a snowy city street.© AppleTwo people, a male and a female, run through a snowy, arched alleyway at night, illuminated by blue and white lights.© AppleA man and a woman dance closely, holding hands and looking at each other, in a snowy, dimly lit city street at night.© Apple
    Length: 91 s · Shots: 49 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a music as catalyst

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

    Apple “Sway” is built on a music as catalyst. Search the library by idea to see every spot that uses it.

    Desperados “The Beer With The Latin Vibe”© DesperadosBacardi “Do what moves you”© BacardiDenon “Switch Life On”© DenonTrafford Centre “Escape Ordinary”© Trafford Centre
    Desperados · Bacardi · Denon · Trafford Centre

More commercials by Sam Brown

More from TBWA

  • PlayStation 2 "Mountain" (2003) commercial still© PlayStation 2PlayStation 2 “Mountain” 2003Dir. Frank Budgen · TBWACannes Lions Grand Prix 2004
  • Apple "One More Reason to iPhone" (2026) commercial still© AppleApple “One More Reason to iPhone” 2026Dir. Ayappa KM · TBWALondon International Awards Gold 2026
  • Mini Cheddars "How a brand of mini stature beat the major players with cheesy humour" (2023) commercial still© Mini CheddarsMini Cheddars “How a brand of mini stature beat the major players with cheesy humour” 2023TBWAEffie Awards Gold 2023
  • BECO. "#Stealourstaff" (2020) commercial still© BECO.BECO. “#Stealourstaff” 2020Dir. Dan Castella · TBWACreative Circle Gold 2021
  • Canal Digital "The Stakeout" (2016) commercial still© Canal DigitalCanal Digital “The Stakeout” 2016Dir. Bart Timmer · TBWAEpica Gold 2016
  • Sony PS3 "Dr Beautiful" (2008) commercial still© Sony PS3Sony PS3 “Dr Beautiful” 2008TBWABritish Arrows Gold 2008

Award-winning tech commercials

Questions

Who directed the Apple “Sway” commercial?

Sam Brown directed it, produced by Imperial Woodpecker, for the agency TBWA.

Which agency made Apple “Sway”?

TBWA created it for Apple (2018).

What awards did Apple “Sway” win?

4 awards, including Cannes Lions 2018 Film Craft Silver, One Show 2018 Silver Pencil — Moving Image Craft, Ciclope 2018 Gold Brand Content Short Form Cinematography and One Show 2018 Bronze Pencil — Moving Image Craft.

What is the tagline of Apple “Sway”?

“Move someone this holiday.”

Sources for the credits and awards

oneclub.orgThe WorkThe WorkThe Workawards.ciclopefestival.comoneclub.org