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‘Welcome Home:’ The Ingenious Illusions of Spize Jonze’s Apple Ad

"Is it a music video, a commercial, or an auteur's mindbending short film? Perhaps it's all three."

Director Spike Jonze’s commercial for Apple’s HomePod, Michael Walsh writes, “features singer-songwriter and dancer FKA Twigs as an exhausted worker bee who gets transported from her small apartment into a sprawling land of color and possibilities while listening to the new song ‘Til It’s Over’ by Anderson .Paak.'”

https://www.youtube.com/watch?v=305ryPvU6A8

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Read more: Spike Jonze’s New Apple Ad is an Amazing Music Video

“In an instant, Twigs uses her otherworldy telekinetic powers (and Chaplin-esque movements) to expand the apartment beyond all comprehensible means,” explains Eric Luers

“The walls shift and pull back, revealing secret, kaleidoscopic rooms as elation overtakes the woman as she comes across a magical influx of happiness and, quite literally, another version of herself.”

“We were sad when she returned to the couch,” Walsh says. “We wanted to stay in that world longer.” To read the full article, click here

“Is it a music video, a commercial, or an auteur’s mindbending short film?” muses Luers. “Perhaps it’s all three.” To read the full article, click here.

Read more: The Ingenious Design Behind Apple’s Viral HomePod Ad

Read more: This Look Inside Spike Jonze’s Apple Ad Is as Fascinating as the Film Itself

After viewing the above “making of” video, Ryan Mense notes, “The collaboration needed by Jonze and the entire team was key for a production with this many moving parts.”

“Each piece of furniture that morphs, each wall that reacts to Twigs’s movements, and ever flickering light fixture—even a hanging bike–had to be a mechanical contraption, moved by pulls, levers, and off-camera dancers moving the individual apartment pieces in sync with the music,” writes Jesus Diaz. “Every element involved a physical trick of stagecraft except for the moment where FKA Twigs dances with herself, which obviously required postproduction.” To read the full article, click here.

“It’s amazing to watch every department on set work together in such high energy to do their own jobs at an even higher level,” Mense concludes. “From the art director and choreography working in tandem, to the lighting and the music, most sets strive for this kind of cooperation and seeing it in action so fluidly is inspiring.” To read the full article, click here

Read more: It Was Practical Effects, Not CGI, Behind Apple’s “Welcome Home” Ad

Read more: Spike Jonze Behind the Scenes: Watch the Director Choreograph and Film His Apple Short Film

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