Apple kicked off its occasion at present with a captivating little video that did double promo responsibility, each introducing the occasion in a lighthearted manner and giving a fast curated tour of the corporate’s new “spaceship” headquarters. We don’t at all times publish Apple ads right here at TechCrunch, however after we do, it’s as a result of they really exhibit one thing new. Nicely, form of new, anyway. It’s good to see all of it in movement.
A low aerial shot brings us into the scene, the highest ground of the spaceship’s exterior, and because the opening strains of the “Mission: Unattainable” theme begin up, we see our protagonist (Alison, we discover out later) blast out of a convention room.
A few issues to notice right here: the highest ground (four, by the way in which) is full of outward-facing rooms, certainly of assorted sizes and features, however the outermost ring, proper subsequent to the home windows, is the place you stroll. With all of the individuals shifting round these glass-lined tunnels, maybe a greater identify for this HQ could be the Ant Farm.
Nevertheless, there do look like some shared areas with chairs and different lodging right here and there. It simply doesn’t seem that plenty of the outside spots will probably be cherry places of work with good views, with peons caught in some interior ring. That’s good. However there should be a full-time employees, plus robots, to maintain the glass clear. That’s dangerous. It’s poetic in a manner, although: everyone seems to be at all times having to de-smudge their telephones, why shouldn’t Apple should de-smudge its headquarters?
Subsequent (by way of a somewhat dizzying pan) is what we have now to imagine is a spoke on the wheel, a big atrium that appears to increase from heart to exterior, and is full of calming white and neutral-colored furnishings. It appears like the within of Jony Ives’s mind. There are in all probability eight of those, with one or two being further resplendent for guests, maybe with shops extending off the perimeters, portrait galleries of Apple execs and so forth.
This shot may be very “North by Northwest,” by the way in which.
The spoke opens up on the interior facet onto the large courtyard, as everyone knows, which is elaborately landscaped and criss-crossed with paths. On the heart is a big pond, although curiously there appear to be somewhat few paths resulting in it, since our heroine takes the direct route by the sage and different brush.
I truly anticipated the pond to be a bit extra picturesque, however there’s solely a lot you are able to do with that local weather. It appears to be solely a few foot deep, lined with giant rocks. I hoped they could let it go wild with lily pads, wild birds and so forth. I’ll have an interest to see how they maintain it freed from algae so individuals just like the protagonist can rush by it. Fortunately her AirPods didn’t fall out. (If she had a headphone cable it wouldn’t be an issue. Simply saying.)
Clearly Apple is making a little bit of enjoyable of itself right here concerning the inconvenient nature of a ring-shaped HQ with a physique of water within the center. Shouldn’t there be a pedestrian underpass or one thing?
Throughout the pond our intrepid briefcase service maybe unadvisedly runs proper by a bunch of individuals blowing grass throughout one another on what seems to be a big steady greenbelt or fairway between the lake and the ring. Doesn’t Apple know you’re supposed to go away the cuttings on the grass? What do these guys suppose they’re doing anyway? There are like 20 in a single little space.
Into the far facet of the ring, the place there’s a big cafeteria full of Apple’s favourite cedar furnishings and stretching by all four tales. A few of it appears CG. If I’m sincere lots of this appears CG. It has in all probability been extensively touched up.
On the surface of the cafeteria spoke is a big set of sliding doorways, which staff are probably not inspired to do a tactical roll by once they’re closing. That’ll be very nice within the delicate summers of Cupertino to get the breeze in there. That area could be exhausting to warmth if there’s a chilly snap, although.
A pleasant contact has the protagonist hitting all her rings whereas taking a silver Apple bike from HQ to Steve Jobs Theater. Courageous of Apple to point out the bike failing, or grabbing her cuff, or no matter occurs on the finish. Normally nothing of theirs fails of their promos.
After all the denouement is the supply of the briefcase to Tim, and the reveal — with a shot that can in all probability be used and reused for dank memes sooner or later — that it was The Clicker.
Try the complete brief movie right here:
Clearly Apple wished to point out off its new HQ in a cautious manner, and positively they’ve whetted the appetites of many Apple devotees who will wish to see this haven in particular person. Sadly, nonetheless, our heroine has tasted the bitterness of being carelessly exploited by the executives at her firm, maybe now feeling for the primary time what Apple’s manufacturing companions precise from their employees. With luck she’s going to be taught from this and enact change from inside. Now that’s an unattainable mission.