In a surprising move away from digital creation, Apple has unveiled a completely analog introduction sequence for its streaming service, Apple TV. This rebrand comes just one month after the company simplified its streaming service name by dropping "Plus."
The Art of Practical Filmmaking
Rather than relying on computer-generated imagery, Apple partnered with its long-time creative agency TBWA\Media Arts Lab to create the new introduction entirely in-camera. The production team mounted oversized glass cutouts spelling out the Apple logo and "tv" on special rigs, then filmed them with cameras circling around the installation.
Crew members physically moved lighting equipment to create the signature shimmers and color shifts that play across the letters. This hands-on approach required no digital shortcuts or computer-generated effects—just pure craftsmanship using glass, lights, and cameras.
Apple's Commitment to Human Creativity
This surprisingly analog approach from a technology giant aligns with Apple's recent messaging about valuing human creativity. Tor Myhren, Apple's Vice President of marketing communications, had emphasized at Cannes Lions last year that the company would continue to champion artistry even while adopting AI tools.
The company developed three distinct versions of the introduction: a quick one-second version for trailers, a five-second version before TV episodes, and an extended 12-second opener for theatrical releases.
The Sound and Vision Behind the Brand
For the accompanying soundmark, Apple enlisted composer Finneas, better known as Billie Eilish's brother and producer. He explained his approach to Variety: "If you're bingeing a whole season, you're going to hear it 10 times in one day. So it's gotta be something palatable, like ginger between sushi rolls."
Completing the comprehensive rebrand, Apple designed a custom typeface called SF TV specifically for the new identity. Behind-the-scenes footage reveals the painstaking process of capturing light reflections and prismatic colors through purely physical means, serving as a refreshing throwback to pre-digital techniques in an increasingly computerized world.
