Source: Adweek
Spike Jonze has long been deeply embedded in the dance world. He explored movement in everything from the Fatboy Slim videos he helped to choreograph in the late ’90s, to the famous 2016 Kenzo film he directed starring Margaret Qualley.
Now, it’s Apple’s turn to call on Jonze’s genius for dance pieces.
The 48-year-old Oscar winner has directed a new four-minute short film for Apple’s HomePod speaker featuring yet another marquee collaborator—the English musician and dancer FKA twigs. The result is a stunning piece that’s charming, surreal, emotional, playful, theatrical and utterly compelling—one of the most remarkable ads of the year so far.
The film, titled “Welcome Home,” is set to a new Anderson .Paak track called “‘Til It’s Over.” It was choreographed by Ryan Heffington.
https://www.youtube.com/watch?v=305ryPvU6A8
The piece beautifully conveys an emotional journey through movement (something with which Jonze clearly remains fascinated) and offers a wonderful visual metaphor for transforming one’s home—one’s physical abode, yes, but one’s headspace, really—though music. Tying things together, of course, is the product pitch—that this whole experience is delivered by the powerful HomePod speaker, curated by Apple Music, with an assist from Siri.
