Apple Rights Wrongs Of Insensitive ‘Crush’ Ad With Spot That Uplifts Animators
Video screenshot via Apple
Following Apple’s contentious Crush commercial that seemed to downplay human creativity and traditional tools, the tech giant appears to acknowledge the error of its ways with the launch of Worlds Made on iPad, which takes a decidedly more positive approach.
Centered on the power of the M4-equipped iPad Pro as a platform for artistic creaction, the visually stunning video stars actress Sofia Wylie, who interacts with three distinct animated environments—each crafted by a different artist using the iPad Pro and Apple Pencil Pro—that have been projected on a green screen.
The mixed-media footage transitions between a whimsical watercolor dreamscape, a vibrant, cel-animated cityscape, and a dynamic, comic book-inspired sequence.
Consider this Apple’s way of apologizing for the tone-deaf Crush campaign, and its acknowledgement that human expression and technology can coexist and create something beautiful and exciting.
[via B&T and MacRumors, video and cover screenshot via Apple]
