Apple MacBook Pro Reveal 2016
After successfully concepting and designing for the MacBook Pro Launch/Design film, the next project was to look at different ways to reveal the MacBook Pro on stage. The two main ideas I explored were 5-10 second teasers 2 weeks before the launch event and a traditional reveal film. For both approaches, I concepted 2 each. Four total with my design team. This project went for a wild ride at Apple that went into 4 distinct phases over the course of 5-6 months.
Reveal Phase 01
15 second social teasers
Traditional Product Reveal Films
For the implosion concept, I made a motion proof of concept using our photorealistic assets we generated from the MacBook Launch film ideation process.
The reveal was put on back burner until further notice as the creative leadership was unsure of how to revamp unveiling products at Apple.
Reveal Phase 02 - Generations
ECD’s were informed that Tim Cook wanted a direction that spoke to the Macbook’s heritage. So Jimmy Olsen, Paul Bartow, and I went through some quick rounds of ideation for this ask. I concepted “Pendulum” and “Timeline” below. Ultimately Scott Miller (ECD) picked my “Timeline” concept, and I recommended Buck to work on this concept.
Reveal Phase 03 - Generations
Tyler the other ECD, had shown Phil Schiller the end titles to Star Trek Into Darkness and thought it was a great idea. We took this idea and tried to apply a modern take on it with match cuts and highlight each generation’s innovations.
Reveal Phase 04 - Generations
The LT team at Apple wanted new ideas again for the MacBook Pro Reveal. Tyler (The ECD at Apple Marcom) was still very much into the Star Trek Into Darkness end credit title sequence, and it became a thing. This video below was the final end product for the launch.
Apple Oct. 2016 Product Launch. Skip to 00:28:00 for Tim Cook’s announcement of the MacBook Pro. And skip to 01:09:20 for the Product Film with Jony’s VO.