Apple asked if I would be interested in creating a film on the new iMac Pro as part of their "Artist Series."

As creative director and designer, I take products and stories and bring them to life, but in this case, the only mandate was to use the specific product to do so. Comparable to telling a painter you’ll give them brushes, paint and canvas with no influence over the subject matter, the possibilities were limitless.

For a moment it was paralyzing... I could do anything. For inspiration, I decided to review old journals filled with ideas that have never been produced. After ogling over what could have been, I realized that the journal itself was the idea. The notion that I could open it for just a moment and bring not one, but all of its contents to life, became the premise for the beautiful film that was created.

The work went immediately onto the Apple website and the Apple YouTube page, but they also plan on using it in store at point-of-sale throughout their stores.

The choice to do a piece that incorporated everything from high-speed live action to photo real CG was deliberate. The goal was to show off the power of the device, so it was important to really push the computer to its limits.

Once the concept and narrative was defined, I created the book and filmed it at 270fps on a Phantom camera, then edited the piece. After that, the process of building and animating all the elements/characters began. Once everything was rendered, all of the elements were all composited together.

Our biggest compositing challenge was selling a realist look with something that was almost completely generated in CG. The book was our only “real” element, which, if anything, made it harder, because the quality of all of the other elements had to match the book.