It's not often that the notoriously secretive Apple lets you in on the creative process behind its advertising -- sometimes, it's hard for us to even find out who directed its commercials.
But the company has made an exception for its recent HomePod ad "Welcome Home," directed by Spike Jonze and starring FKA Twigs. A fascinating behind-the-scenes film reveals just how hands-on Jonze was in every detail, including demonstrating dance moves himself. We also get to see FKA Twigs auditioning for the director via a video call (she totally nails it) and rehearsing in the studio, where the guys operating the moving wall reveal, chuckling, that one false move and they could have run her over. There are also excellent insights into the VFX, lighting design and more.
The whole thing leaves you in no doubt as to the talent of everyone involved, and we think the Jonze/Twigs pairing could go far -- a remake of "Flashdance" perhaps?