iPhone Commercial
A work-in-progress personal project to create a mock apple inspired iPhone commercial. This page features the progress and direction.
Test Render Example #1
OVERVIEW
This project is an exploratory study of Apple’s inspirational branding, as well as other successful product oriented marketing strategies. My goal is to find greater understanding to the success of these works, while stamping my own mark. Developing my own interpretation of an iPhone commercial through the use of the 3D animation program, Cinema 4D. This work showcases my skills and knowledge within the program, the personal project keeps my abilities sharp and provides opportunity to develop them further. This is a work in progress project insight, demonstrating a time stamp of where I am in the project and the direction I am heading.
TASKS
- 3D Animation / Motion Graphics
- 3D Rendering / Lighting
- 3D Material Design
COMBINING INSPIRATION
Another point of inspiration, besides Apple, seen here exampled by this staples commercial I found, uses a patterned and fractal approach to its 3D product animation. A transformative experience, giving life to otherwise dull and mundane objects.
Test Render Example #2
STARTING OFF
To begin, I first started to test some lighting and material trials to match Apple quality realistic renders. As seen in a few places on this page, including the header image, these renders are garnering that sleek technology quality, mimicking that of product photography.
3 CONCEPTS
Projects often produce multiple concepts or directions, these must be weeded through in order to keep a focus and come out with one clear product. At this stage, I have narrowed to 3 different conceptual approaches, each I will do further testing and ideation to determine the proper route to produce.
Test Render Example #3
This direction takes inspiration from synchronized swimming. Commenting on the “artistic dance” of devices in iPhone commercials, their treatment proclaims balanced beauty. This route purses activating the phone screen space by placing a synchronized swimmer upon it. A video of an individual’s performance, echoed by the plurality of the group. Phone’s movements coincide with the movement of the swimmers, their flowing dances patterned to create a greater whole, a synchronization. Another scene would feature a grid of phones laid on their back, all displaying video of water from above. A single swimmer crossing straight across, moving from one phone screen to another. As the simmer passes, the wake left behind causes phones in its wake to react and wiggle.
Another parallel is drawn, the time between the inspiration videos and the transformation of nature. Noticing a ‘bloom’ theme in commercials, there is an unearthing revelation of beauty to launch these new tech products. Again activating the phone screen space, a flower’s time lapse into full bloom upon a single phone. As the flower opens, the camera zooms out, revealing a circle of phone surrounding it, each with a petal upon it. The formation of devices enhancing the bloom of the flower, opening and unavailing, just like that of nature.
Apple’s most recent brand directions embrace color and customization more than ever. Over time, Apple has gone from minimal use of color and a few sizes fit all mentality, however now we see a much more transformative and embracing voice from the brand. Identifying their attraction towards color and tying it into the transformation theme, I saw a new direction. Implementing a psychedelic nature, taking the movements of the phone and turning them into an almost lava lamp. The colors of the phone screens overlap and combine with one another throughout the commercial, with rich transitions and melodic patterned phone movements.
MATERIAL
Observing and learning material choices within the iconic iPhone design, then recreating. Testing different metallic qualities, reflections, gloss, and more. Apple is the leader in fetishizing technology, their commercials glorify their minimalist hardware design, Jony Ive’s vision comes to fruition. Their production materials mimicked in a 3D space, creating a controlled scenario to highlight its form.
3D MODEL
When approaching any project, it is important to scope out what it will take to produce it. When timelines and budgets are involved, choosing the most efficient route without sacrificing quality is essential. I decided that creating my own 3D model of the iPhone 11 Pro is not prudent or necessary. When a firm, company, or designer can purchase an asset, at times it is more cost and time effective than producing it themselves if there is no quality difference. In this case, I purchased a 3D model of an iPhone 11 Pro, rather than re-inventing the wheel.
LIGHTING
One of the advantages of using a 3D software like Cinema 4D is the way that lighting mimics real life. Moreover, if you understand product photography in real life, those principles can transfer into the 3D realm. Here we see tests of lighting setups that would be used in the end of the commercial, a book end call to action scenario to summarize the main points and present an offer. Furthering the apple inspiration, ensuring controlled highlights on reflective materials is essential. The final product of which can be seen at the top of this page as the header image.
INITIAL ANIMATION TESTS
Beginning to test object motions, I explored the patterned transformative explosion. Not yet tackling aspects such as timing, camera, phone screen displays, or even lighting, I start by focusing in on planning out and testing potential animations. The final piece’s motion will resemble the Staples ad more, with Apple timing and lighting. However, adding in a more inspired twist, going beyond just showing the object, but rather activating the phone screen to drive content and story.