Intention
Brand: AppleAgency: TBWA\\media Arts Lab Los Angeles2014FilmVideo · YouTube
The idea
Express Apple’s product philosophy as a commitment to making technology purposeful, considered and human.
Timeless principle
Explain the standard behind the product, not the inventory inside it.
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.
