To celebrate the arrival of the HomePod, Apple has released a short film to promote the smart speaker. Needless to say, it’s an emotional, trippy exploration of how powerful music can be.
Directed by Oscar winner Spike Jonze, the short film sees English musician and dancer, FKA twigs, dancing around her apartment to a brand new song from Anderson .Paak called “Til It’s Over.”
But what would normally be a cheesy video of a woman dancing is turned into a surrealist masterpiece, as the apartment comes alive to the music. It’s an altogether enthralling look at the transformative power of music.
Jonze is no stranger to the exploration of movement. He previously directed the video for Fatboy Slim’s “Praise You” and the Kenzo short film in 2016. What makes his newest work so entrancing is how it conveys so much emotion, using visuals reminiscent of a Michel Gondry movie.
As with many of Apple’s commercials, the short film doesn’t so much focus on the product but the human experience. In this case, FKA twigs is swept up by the music as she (temporarily) escapes from the realities of this crazy world.
The whole conceit is that the HomePod’s quality and capabilities can have the same affect on those who purchase it. For more information on Apple’s new smart speaker, check out our review. Apparently, Apple is planning to release a 60-second cut of this short film to air on primetime networks.