In 2019, Apple launched a new iteration of its best selling product, AirPods. The novelty was the wireless charging and hands-free Siri commands which gave people more freedom when using the product. This idea of wireless gave birth to the film, which explores the journey of a man completely unburdened by gravity when he puts his AirPods on. The brief specifically asked for ways to visualize wireless in an artful piece that speaks to the legacy of the brand and examines new kinds of movement. Our goal was to portray the freedom of wireless in a beautiful way that gets the new features across without much explanation.

Bounce is a two minute film in black and white, directed by Oscar Hudson and choreographed by nouveau-cirque acrobat Yoann Bourgeois. It follows a surrealist commute in a city where everything has give, and stands as a metaphor for the freedom we feel when we’re listening to music on wireless devices. As demonstrated in the film and the demo footage we’ve included, the work was a filmic feat, shot entirely practically. The initial inspiration was silent cinema so we had to avoid using CGI to give the film the same charm, which meant that everything had to be built from scratch. We started testing different materials to ensure our trampolines had enough elasticity to catapult our hero and ended up building an entire city two meters high, where we embedded the trampolines to portray the movement in its most natural and athletic state. Everything was choreographed to perfection.

AirPods are one of Apple's most beloved products that's become an internet flex. So when the new generation was to hit the market, we wanted to fan the flames of AirPods' desirability around the world and elevate it further into mainstream culture, by creating a summer launch moment that utilizes everything people love about the brand and the product: Music, movement and visuals. The piece has to clearly explain the new wireless features of AirPods and illustrate the notion of unencumbered music and mobility.

We created a two minute film that pushes the idea of unencumbered movement and music to metaphorical levels. We had approximately two months to get the film out, and we went on production with a tight schedule and a definite plan. The film launched on Youtube and TV, and aired globally during the 2019 FIFA Women's World Cup in multiple markets including US, CA, UK, JP, KR, AU, NZ, SG, MX. The campaign launched with an entire ecosystem, spanning TV, TVO, Digital video, Display and Social. With the long form hitting 23 million views on Youtube and more than 700 million impressions overall, the campaign was one of the most viewed ads put out by Apple, globally.

The long form hit 2 million views organically in the first 24 hours on Youtube. The film was extremely well received generating +700 million impressions overall. It was nominated for the Emmys for outstanding commercial and was one of 2020's most awarded campaigns. It also generated numerous press articles across international mass media and lot of hype of Jamaican artist Tessellated and director Oscar Hudson.