Intention
- Brand:
- Apple
- Agency:
- TBWA\\media Arts Lab Los Angeles
2014FilmVideo · YouTube
Timeless principle
Explain the standard behind the product, not the inventory inside it.
The idea
Express Apple’s product philosophy as a commitment to making technology purposeful, considered and human.
Why it works
The film connects countless design decisions through one governing idea: intention. Restraint keeps the company’s process from becoming a feature reel, while the language gives precision an emotional purpose. Apple sells the discipline of deciding what belongs.
