Apple’s new AirPods 4 campaign, directed by Spike Jonze and featuring Pedro Pascal, has taken the cinematic route to capture how technology and music can transform emotional experiences.
The campaign, now airing across the UAE and Saudi Arabia, was brought to life by creative agency TBWA\Media Arts Lab, production house MJZ, with post-production handled by TRAFIK and editing by Final Cut.
In the film, Pascal portrays a character finding his way through heartbreak, whose world literally transforms from a cold winter landscape to a vibrant, musical dreamscape when he activates Active Noise Cancellation (ANC) on his AirPods 4.
Apple’s new film showcases AirPods 4 with Active Noise Cancellation (ANC), the power of music and dance, and the magic of ANC.
The story follows Pascal’s character as he navigates the emotional journey of moving on after a breakup. When Pascal’s character initiates ANC on his AirPods 4, his world transforms — the cold, wintry palette flips into a vibrant dreamscape, and everything and everyone becomes part of the music.
Focusing on music, Pascal’s character reconnects with his lighter, happier self, and as he moves between the contrasting worlds of heartbreak and hope, his perspective shifts, and he learns to walk effortlessly between the different shades of his life.
World-renowned choreographer Tanisha Scott — celebrated for her work with Rihanna, Drake, and Beyoncé — crafted Pascal’s dance journey, which is supported by a dynamic ensemble of backup dancers.
The film’s music begins with Guitarricadelafuente’s “Conticinio” before transitioning to a more energetic beat with Sam i’s “Perfect” (featuring Tropkillaz, Bia, and MC Pikachu).
This project marks Jonze’s second campaign with Apple. In 2018, he directed the acclaimed HomePod film Welcome Home.
From a product perspective, this is the first time AirPods 4 is bringing ANC to an open-ear design, claiming enhanced fit and comfort.
Featuring upgraded microphones, the H2 chip, and advanced computational audio, AirPods 4 with ANC intends to help to reduce environmental noise like airplane engines, city traffic and more.
CREDITS:
Client: Apple
Agency: TBWA\Media Arts Lab, Los Angeles
Director: Spike Jonze
Production house: MJZ
Post-production: TRAFIK
Audio post-production company: Squeak E. Clean
Editing: Final Cut
Director of photography: Jasper Wolf
Music:
“Conticinio” by Guitarricadelafuente
“Perfect” by Sam i, with Tropkillaz ft. Bia & MC Pikachu
