The potent combination of French directing collective Megaforce and London VFX house Electric Theatre Collective (see here and here for recent collabs) deliver a guaranteed crowd-pleaser and future awards magnet for Apple.

A witty merger of powerlifting and baton choreography, the spot showcases the faster performance and enhanced capabilities of the M4 family of chips powering the MacBook Pro lineup and was created thru TBWA\Media Arts Lab and prodco Iconoclast with London’s Analog Studio handling animation.

Other fun production notes:
– The weightlifter was coached by six-time world champion baton twirler Yvonne (Bonnie) Palacios and Hollywood choreographer Denna Thomsen
– The track is the 1994 hit “You Gotta Be” by British singer Des’ree
– VO is provided by American figure skater and two-time Olympian John Weir

The work debuted at Apple’s MacBook Pro Announcement event today and will soon roll out globally across broadcast, digital platforms, and social media.
 
 

 
Client: Apple

Agency: TBWA\ Media Arts Lab Los Angeles

Production: Iconoclast
Director: Megaforce
DOP: Matias Boucard
Choreographer: Denna Thomsen
Baton coach: Yvonne (Bonnie) Palacios

VFX: Electric Theatre Collective

Animation: Analog Studio

Editorial: Final Cut US

Music/Sound: Lime Studios
Song: Des’ree “You Gotta Be”
VO: Johnny Weir