‘Apple TV’ intro was made using real stuff
The colorful new "Apple TV" branding was created from glass and captured on camera.
Never mind that it’s liquid glass, the new Apple TV intro was created using real objects, filmed with colorful lighting shining behind a glass logo model. With big companies like Coca-Cola and Google creating entirely AI-generated marketing, it’s nice to see some things being created the old-fashioned way.
The work spans the entire platform, from a bright five-second opening show to a full-length cinematic version for the films, complete with a new sonic logo created by Oscar winner Finneas Baird O’Connell and a custom “SF TV” font created by Apple’s design team.
According to AdAge, the reason comes from Apple’s vice president of marketing communications, Toro Myhren. Always celebrating creativity – unless you’re a writer – Myhren stated at Cannes 2024 that Apple values human art.
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