The all-new AirPods Pros have some of the best Active Noise Cancellation technology inside any headphone on the market. First, however, consumers needed to be aware of how powerful the technology was compared to the previous generation.

The brief to ourselves was simple: bring the listening experience on AirPods Pro to life in a captivating product demo. Rather than relying on facts and statics to tell the story, we wanted to reinvent how product demos work in marketing and advertising. This led us to bring an element of humanity and magic into the demo, creating a film that is every part relatable, fantastical, and a clear demonstration of the power of Active Noise Cancellation on the all-new AirPods Pro.

Lifting a whole city street with people and vehicles up into the air wasn't going to be physically possible no matter how many cranes we had. So we had to lean heavily on creating a CGI fleet of vehicles and people to add into roads in the sky. Hundreds of CG objects were placed using a custom VFX tool we developed allowing us to place, raise, lower, rotate and bounce the vehicles and people in shot.

Where the vehicles are in the air like a web, crash back to earth and raise into the sky at the end, had to be entirely CG as it was impossible to achieve in camera.

For the hero action we managed to film there was a huge amount of wire removal and roto needed to allow us to composite in the drone footage of the city below the people and cars.