Apple TV’s colorful new intro was created with real glass and practical effects
Apple TV+ recently became just Apple TV and introduced a vibrant new logo and intro as part of the brand refresh. It turns out that colorful new intro to Apple TV content was created on camera using real glass…
Apple collaborated with FINNEAS, as we know, to create the new intro sound for Apple TV.
For the visual component, the company turned to its frequent partners at TBWA\Media Arts Lab.
MAL shared new details about the process this week.
As mentioned, the new visual was created with practical effects and not just computer generated graphics.
Apple’s design team also created the SF TV custom typeface, another variation of its San Francisco typeface.
Built from real glass and captured entirely in camera, the new identity explores reflection, color, and light to express the cinematic spirit at the heart of Apple TV. Every shimmer was made for real, no CG shortcuts, a nod to Apple’s belief that craft should be felt, not faked.
The work spans the entire platform, from a sharp five-second show open to a full-length cinematic version for films, paired with a new sonic logo composed by Oscar winner Finneas and a custom typeface, SF TV, developed with Apple’s design team.
AdAge goes deeper on the process and shares a behind-the-scenes look at how it all came together.
Many might assume the visual effects were made digitally, but in fact, it was all done practically using glass and captured in-camera. Below, we have an exclusive look at a brief behind-the-scenes clip showing some of that process. […]
The choice to shoot practically aligns with Apple’s love of tactile detail and camera-first artistry, a point emphasized by Tor Myhren, Apple’s VP of marketing communications, in a speech at the Cannes Lions International Festival of Creativity last summer. Myhren said Apple would continue to value human artistry even as it embraces AI tools.
Here’s a behind-the-scenes look at how the intro footage was created and captured:
AdAge also shares the longer version that will appear before films from Apple:
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Zac covers Apple news, hosts the 9to5Mac Happy Hour podcast, and created SpaceExplored.com.