Apple believes the iPhone is an experience defined by hardware and software working together. Designed Together gives this philosophy a visual expression. Using familiar elements from the iPhone 5c and the newly designed iOS 7, the viewer is taken on a colorful and dynamic journey through the iPhone’s design, inside and out.

Original music was commissioned, as its role was subtle and vital. We wanted something simple that would support the images, but never overstep the line into creating an emotion that wasn’t already on the screen, as this would make the audience feel manipulated and lose faith in the truth of what they were seeing. It was also important that the music was sparse enough for the sound design of the real world to come through.

The composer came up with several simple piano pieces and after we settled on one, he continued to adapt it as the edit took shape. After much back and forth we arrived at something that supported the observational nature of the spot and at the same time reflected the intimacy and truth of the moments on screen.

Apple introduced the film at the iPhone 5c keynote and on apple.com. The film got 2.5 million views online across 15 countries. From the immediate press reaction and twitter buzz, it was clear that the design story of hardware and software integration had gotten through. People appreciated the film for showing a glimpse into the underlying thinking behind all the new design choices in iOS 7. Most importantly, media cited that the hardware and software continuity is something that separates Apple from all other competitors.