Apple commissioned us, along with 5 other digital artists around the world, to create a film that would embody the power of the new iMac Pro - the most sophisticated, powerful Mac ever. The audience for this machine are CG artists and businesses who require intensive processing power and speed, so whatever was built had to appeal to both discerning design professionals and technical wizards.
The brief was fully open, as long as we expressed the notion of power we could create whatever we wanted. Rather than rely on typical metaphors for power - aggression, muscles, machinery - we focused on the power of the collective. Humanity has used architecture to express its power since time immemorial, so we created a concept around impossible, algorithmic architecture.
As much as the film is a mesmerising study of architectural forms that follows the fractal manifestation of an infinite architecture, it is also a technical feat in and of itself. The film was created using the iMac Pro as the only hardware tool and we had to render complex nodal Houdini geometries at 5k resolution - enough to impress the most cynical techies.
Naturally, Apple do not share any sales or engagement metrics with anyone, and the film has been primarily viewed on their .com, making it difficult to estimate the reach. On YouTube it has 2M views and the behind-the-scenes film has 1M.
The film was launched on apple.com and for once in our long relationship with Apple we were allowed and encouraged to promote the piece ourselves. The assets have been used in Apple stores globally.