Apple MacBook Pro Touch Design Film 2016
In-house Apple Marcom, Role: Designer / 3D Artist
About:
The launch of the new MacBook Pro was an exciting one. The professional community had not seen a revision of the iconic unibody aluminum MacBook Pro for roughly 6-7 years, and the market was getting impatient. This iteration of the MacBook offered a thinner and lighter flavor with a new form of input, the Touch Bar. Also it finally included TouchID technology from the iPhone which allowed a quick and simple way to log-in.
The design team explored visual possibilities with (at the time) new and extremely fast visualization hardware and software. Maya + Octane + 4x and 8x NVIDIA Titan GPU’s running on Linux. We were able to visualize the product in photorealistic scenarios with near realtime results. To have the capability to essentially photograph a product beautifully without actually having the product was mind-blowing. CG imagery had finally caught up to near speed of creative thought. When we briefed the live action director and showed him some prints of the renders, he asked us, “What camera did you shoot that with?” A testament to the quality of output the new tools provided.
The team and I produced the boards below which we felt told the product innovation story. Method Studios produced the final production cg film.
Creative Development
Process development film.
Storyboards vs Film
Here’s a video of all the images we produced + a comparison video of the boards vs the final film.
Credits:
Apple: MARCOM
Creative Director: Larry Frey
Art Directors / Concept Design: John Nguyen, Joseph Olesh
Writers: Paul Bartow, Jesse Zeifman
Designers / 3D Artists: Bryan Lee, My Tran, Nick Conn, Robin Roepstorff
Final Product CG Film: Method Studios