Apple has unveiled a brand-new introduction sequence for its streaming service. The sequence was created using only practical effects and in-camera techniques. This marks a significant departure from the industry’s heavy reliance on computer-generated imagery.
The project was a collaboration with Apple’s long-time advertising agency, TBWAMedia Arts Lab. According to Ad Age, the goal was to achieve a unique, tangible aesthetic. The decision reflects a growing trend of valuing physical artistry in digital media.
Behind the Scenes of the Practical Production
The intro was filmed by shooting large, physical sculptures of the Apple TV logo. These logos were made from glass. Changing light sources and physical movement created the dynamic, shimmering effect seen on screen.
A behind-the-scenes clip shared by Ad Age shows the meticulous process. Crew members manually adjusted lights and rotated the glass structures. This hands-on approach resulted in a visually complex sequence without a single digital effect.
Three different versions of the intro were produced. There is a one-second sting for trailers and a five-second version for TV shows. A full 12-second cinematic version was created for feature films.
Rebranding and a New Sonic Identity
The new intro is a key part of Apple’s broader rebranding of its streaming platform. The service, formerly known as Apple TV+, is now simply called Apple TV. Updated app icons have already begun appearing on user devices.
Accompanying the visual is a completely new sound. The audio component was composed by Grammy-winning artist Finneas. This new sonic logo completes the multi-sensory refresh of the brand’s identity.
This move highlights a preference for organic creation in a digitally saturated market. It demonstrates how classic filmmaking techniques can still deliver cutting-edge results. The final product is a testament to the power of practical artistry.
The new Apple TV intro proves that innovative design doesn’t always require digital tools. This practical effects approach delivers a unique and memorable opening sequence. It successfully sets a new creative tone for the streaming service’s future content.
Thought you’d like to know
How long did it take to create the new Apple TV intro?
The exact production timeline has not been publicly disclosed. The process involved designing, building, and shooting physical glass models. Such practical effect projects often require significant planning and precision.
Why did Apple choose practical effects over CGI?
Apple and its partners sought a unique, organic look that is difficult to replicate digitally. Practical effects can produce unexpected light reflections and textures. This choice gives the intro a distinct and tangible quality.
Who composed the music for the new sequence?
The new audio was composed by Finneas O’Connell, known professionally as Finneas. He is a Grammy-winning musician and producer. His work adds a fresh sonic identity to the Apple TV brand.
Where can I watch the behind-the-scenes footage?
Ad Age released an exclusive behind-the-scenes look. The clip was later shared widely on social media platforms like X. It shows the crew manipulating lights and glass logos on set.
What is the difference between the three intro versions?
Apple created three versions for different contexts. A one-second version is for trailers. A five-second version plays before TV shows. The full 12-second version is reserved for movies.
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