Apple's design manifesto, 'Intention'

Apple's design manifesto, 'Intention'
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Apple has taken a different direction from its usual advertising style, with a video free from the company’s products and celebrities.

Earlier this month Apple launched ‘Intention’ to coincide with its Worldwide Developer Conference. The animated spot, created by TBWA\Media Arts Lab, is a design manifesto.

It takes viewers through the company’s design process and what it takes for products to earn the ‘Designed by Apple in California’ stamp.

The first step, according to Apple is asking what they want people to feel (see the video below).

http://www.youtube.com/watch?v=VpZmIiIXuZ0

The actual television ad, why still attempting to be poetic, does however feature Apple products.

It borrows lines from the ‘Intention’ manifesto and still focuses on its ‘Designed by Apple’ stamp.

http://www.youtube.com/watch?v=loL77XU2Rzg

What do you think of the video and the ad? Leave your comment in the from below.

‘Intention’ credits:  Agency: TBWA\Media Arts Lab CCO: Duncan Milner ECD: Eric Grunbaum, Steve Turner GCD: Chris Ribeiro, Drew Stalker CD: Ben Kay ACD/CW: Brooks Jackson, Deborah Casswell, Jane Atkinson Sr. AD: Pauline Kerleroux AD: Danny Duran Sr. CW: David Oswald, Damien Ruz√© CW: Zane Miller, Rob Goldenberg, Daniel Roznovjak, Mara Rizzetto, Juanjo Saldivar Executive Producer: Mike Refuerzo, Dan Heighes  Agency Producers: Mallory Gordon, Ben Bragg, Stephanie Gocke, Tessa Kocourek, Jennifer Taylor, Charlotte Glennon, Lee Cameron Production/Animation Co: Buck Director: Buck

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