Apple — Spec Ad

Spec project (self-initiated). Not affiliated with Apple. Created to showcase creative direction, AI-led production, and finishing.

Overview

A cinematic brand film about human connection — directed end-to-end from concept to final cut using AI-assisted production and real post-production.

Role: Creative Direction · AI Film Direction · Edit · Finishing
Format: 46s · 16:9 master (+ cutdowns)
Year: 2026

Assumed Brief

Create a short Apple-style film that prioritises emotion and clarity over product demonstration — a story where the device is present, but the human moment is the message.

Objective

Deliver a piece that feels directed, minimal, premium, and emotionally precise — proof that AI can be used with control, continuity, and cinematic finishing, not chance.

Creative Idea

Technology evolves, but what we hold onto stays the same. This film follows one family across generations, showing how their most intimate moments are quietly captured and preserved—first on the earliest iPhone, then on each new model that follows. As the devices change, the memories accumulate: birthdays, small rituals, ordinary afternoons that become priceless over time.

The core message is simple: Apple doesn’t just make cameras—it safeguards personal history. Through iCloud, those memories remain always present, securely stored, instantly accessible, and effectively permanent. Not as files, but as emotional proof: a living archive that grows with you, generation after generation—unfadeable, unlosable, unforgettable.

Direction

Tone: intimate · restrained · human
Camera language: observational framing, subtle movement, human-driven recording.
Light logic: naturalistic, soft contrast, physically readable sources, and different quality over the years.
Rhythm: minimal cuts, breathing pacing, silence used as tension.