Arthur C. Clarke once said, “Any sufficiently advanced technology is indistinguishable from magic.” Apple has always tried to make products that feel inherently magical in their simplicity. In this spirit, “Balloons” celebrates the magic of receiving animated messages on the new iPhone 7. What begins as an epic journey of a lone balloon, across the world, ends with a colorful spectacle, as a simple happy birthday text comes to life in a powerful and unexpected way. It’s a beautiful reminder that technology isn’t something that isolates us, but brings us closer together, making our everyday moments that much more magical.

VFX artists created hundreds of CG balloons to bring this heartwarming story of connection to fruition.

The team first shot in Iceland before moving to Chicago to capture the cityscape. Shooting balloons in the windy city posed a challenge for the creatives as they struggled to keep them from dipping and diving. The team filled the balloons with helium, granting them control over the balloons direction and shot as many practically as possible. The VFX artists combined a procedural animation system in Houdini with simulations that controlled the balloon’s movement so they could create CG balloons identical to real thing. The ample preparation and expertise of the VFX team ensured a smooth shoot so as to not let any of the technical challenges get in the way of the Director’s creative vision.