Entitled “Worlds created on iPad”, actress Sofia Wylie can be seen on a green screen in this low video. The screen then splits into three views, each with a different animated background that evolves as you crawl, jump and float through stylized spaces. It’s a distinctly different vibe from the last one, which, uh, wasn’t well received.
This ad — titled “Crush!” — featured an array of instruments, paints, audio mixing equipment, and other artistic tools crushed in a hydraulic press, all squished together to create a shiny fresh iPad Pro. It’s no wonder that many creators were not joyful to see the symbols of their livelihood explode like party favors and be reduced to a single consumer product. Weird! Apple later apologized, and perhaps this fresh ad is a different kind of apology, too.
The latest video is much more human-centric – although there’s no iPad Pro in sight in the main video does appear in vertical version of the ad. The caption for both versions reads: “One piece of green screen footage interpreted by various animators using an iPad Pro with an M4 chip and the fresh Apple Pencil Pro.”
The animators are listed later in the caption; they are Natalie Labarre, Jin & Jay and Eric Lane. All real people! Personally, I think that their work leaves a more lasting impression than the previous one.
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