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Behind the Magic of Apple’s HomePod Ad, ‘Welcome Home’

Today Adweek shared a mini-documentary that offers a behind the scenes look into Apple’s biggest marketing success of 2018 so far: the Spike Jonze-directed HomePod video, ‘Welcome Home.’ The nearly seven-minute video can be viewed here.

Adweek creative editor Tim Nudd shares an overview of what the making-of video documents:

In particular, we get immersed in the choreography (Jonze, choreographer Ryan Heffington and movement coach Theo Lowe all work with FKA twigs on her irresistible interplay with the apartment, and herself) and the production design (the set expanded on hydraulics to allow Jonze to shoot practically). But we also see how other elements came together, like the lighting, music and VFX (it turns out there was very little CGI).

There are other little gems in here, too, like FKA twigs auditioning for Jonze via FaceTime, and Jonze himself dancing with an office chair. (He never stops moving throughout, and you get a real sense for how physically plugged in he is to the ideas here.) We also catch a glimpse of Dunkirk cinematographer Hoyte van Hoytema working with Jonze on the film—he also shot the “It’s a Tide Ad” spots for the Super Bowl (working with directors Traktor).

If you enjoyed ‘Welcome Home,’ the documentary is well worth checking out. Besides being fascinated to see how much work went into the four-minute ad, I especially enjoyed getting an inside look into the creation of the video’s expanding apartment, which, amazingly, was done with practical effects.