By partnering with rising star Anderson .Paak, internationally beloved FKA twigs and legendary director Spike Jonze, we not only managed to carve out a unique positioning for HomePod, but also leveraged the talent's equity and fan bases to earn credibility for Apple in music culture.

The insight led to our way in which dramatized a personal transformation journey, showing how HomePod can make a small space sound big.

In the concept "Expand," walls, floors and furniture in a small apartment would expand to visualize the feeling of music filling your home.

Drawing inspiration from music videos, "Expand" turned into "Welcome Home"––a piece of music entertainment with HomePod organically brought into the story.

We partnered with legendary director Spike Jonze, FKA twigs and Anderson .Paak to artfully dramatize the immersive experience HomePod can deliver in any home.

It’s a universally relatable tale about the effect sound and music have on our living space, told through movement and dance.

The emotional journey of the character is reflected by the colorful and surprising expansion of the physical environment, providing an epic feel to a very intimate story.

Apple always had a strong heritage in music in our ears with iPod and AirPods, but with HomePod it needed to prove it understood music's role in a new space, at home.

To best understand this, we looked to bespoke research that ?Music had helped to commission and found that people experience music and space differently when listening to music out loud.

"Music can dress up a room the same way that wallpaper does. It can set a mood and attitude that permeates the space." -Dr. Dan Levitin, This is Your Brain on Music

Even further, qualitative research showed that people have an emotional reaction to their environment when listening at home: "It just opens up the space," " the house got bigger with music."

The research led us to our core thought, that music has the transformative power to make a space feel bigger.

Unlike when we're on the go, home is where we are truly ourselves––and where music can make us feel the most.

Instead of telling the world about HomePod's immersive and seamless music experience, we showed people what happens when you fill your home with the feelings of music.

Welcome Home connected with music lovers in a way no other smart-speaker campaign in the market has managed to do, and positioned HomePod as the smart speaker music deserves.

The work helped to shift the conversation from Siri shortcomings to HomePod's ability to fill a room with immersive sound.

Within 24 hours, Welcome Home catapulted HomePod into global pop culture, skyrocketing to #1 Trending on YouTube organically, where it trended for 14 days to become the most watched piece of branded entertainment in March 2018 on the platform.

The film took the internet by storm, generating more than 900 articles across international media, sparking hundreds of thousands of spontaneous reactions on social media.

Feeds were splashed with colorful fan art inspired by the most iconic moments in the story. ’Til It’s Over by Anderson .Paak shot to the top of the charts across radio stations and music online channels.