The handcrafted magic behind Apple's MacBook Neo introduction

Agency: Blinkink - Sam Gainsborough Song: @embeihold - Magic (Probably exclusive)

a company actually using artists to create an AD instead of using AI slop is crazy

@tgod34748 And no AI used, you love to see it

First we got this masterpiece. Then they dropped another. Apple really is GOATED when it comes to working with their ad partners.

Absolutely

Insane to see how much goes into an ad that. I kinda just assumed it was some kid with good graphic design skills mocked up on his laptop.

This made me like the ad even more than than the first time I watched it!

Please what's the name of the song? Google sound search is struggling

Em Beihold - Magic

I don't think it's correct though. I've checked Em Beihold's discography and can't find it. Do you have a Spotify/Apple Music/YT Music link?

Check her Instagram story. Maybe it’s made for Apple exclusive.

Ohhhh ok ok

Thank youuuu! You might be right: seems like it's exclusive. 🙏🏾🙏🏾🙏🏾🧡

Incredible use of every tool in the filmmaker's toolbox. Great work all! :D

Where is this from? Did you make it/work on the video?

instagram helloapple YouTube shorts Apple

Thanks!

Whats the guess on total hours to edit tho? Btw this is epic! Love a good BTS.

Human made art and the passion for this kind of visual creativity really does it for me

Got to love it when a company actually cares about making innovative and impressive design work.

Brooo You were this close to changing my mind abt apple. That's a Nice Video

plot twist: They did this video with AI to make us believe they still use creative people.

World class and “fuck you money” budget will do that!

I need to share this with my manager/camera man, she thinks everything can be done with AI. fucking dumb. Please DM this to me if someone has it.

Great to see analog craft thriving in an otherwise digital domain!

I think the MacBook Neo is as revolutionary for Apple as the 1998 iMac. Agreed?

@evitolitigi

the frame-by-frame discipline in these is the part nobody replicates. Most teams ship the 80% version and call it done. Apple fights for every transition and you can feel the hours in it

What’s the song, shazam can’t identify it?

Em Beihold - Magic

Thanks, it sounds like her but can’t find it on the streaming services

Check her Instagram story. Probably exclusive for Apple.

something that happens with artists is that their skills are useless and may make $0 but then they can do an apple commercial

People will be asking "how were people able to do this" in the nearest future.

It’s refreshing to see creativity and craftsmanship taking the lead again after we saw what Apple did with Apple TV ad. Kudos to Apple for this.

very neat

Awesome work!🖤

Přijde mi tohle strašně zbytečné. Šlo to udělat ráno přes modelovací program a ušetřit jak akcionářům opravdu hodně peněz

What in the 🤯 The bts is somehow even more impressive than the actual video

Need to show how the 4 rubber pads at the bottoms just go randomly spiralling into their respective positions.

I like that it’s pure creativity with no use of AI!

Apple never fails to cook

apple ads beats every other company ads

I don't understand why they'd choose hand‑crafted work over CG, unless a budget scam. 😅

the stop motion in this is incredible, love the attention to detail