https://medium.com/media/4f24b7d2c5ee04848d81cace00a787ff/href

The magic trick that doesn’t involve CGI

You might have seen Apple’s ad for the HomePod (above). While it is longer than usual, I think it’s worth a watch. The premise is simple. It’s visually stunning. It almost feels like magic, until you realise very little CGI is used, if at all. The behind the scenes runs 7 minutes and goes through the whole process, from casting the actress to the mechanism behind the moving props.

Do take a look at the full behind the scenes footage on AdWeek.

A fascinating peek behind Apple’s HomePod ad was originally published in blog.shawjj on Medium, where people are continuing the conversation by highlighting and responding to this story.