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It was obvious from the moment it started that it was CGI, so... no actual destruction occurred. Rewatching it, it seems rather random, like they wanted cinematographic moments, without any actual narrative. It was designed to be forgettable. Not a good use of marketing budget.
Wow , pretty horrible ad, and not in a good way. Was it CGI or real ?
Probably a mix. The paint is likely real. The eye popping rubber ball emoji is likely CGI. Edit: I take that back. My money is on full CGI. I can’t imagine how a brass trumpet would break when placed above an arcade with no physical deformation on the arcade below it.
One way would be practical effects.
Multiple items / layers filmed separately for controlled crushes, then combined in post.
When I watch the trailer, it feels very cringe. I can absolutely see what they're going for- something like "you're iPad contains the power of all these cultural tools", but visually that connection isn't there. It just looks like "Hooray! Culture has been destroyed, now there is only iPad!"
I took the message that all that culture is now available in an even slimmer form factor. This is the problem with art. Unambiguous messaging is impossible as one casts a wider net of interpretation
I don't understand the outrage. It's cgi, and very obvious cgi at that. The items bend and explode in an exaggerated cartoon fashion. It's whimsical. No instruments have been destroyed. No actual paint has been spilled. We don't get mad at destruction in a pixar movie. We cheer when rock stars smash their actual guitars after a live performance. We don't live in a culture that abhors destruction. Do people just not r…
speak for yourself. also, see the flurry of comments elsewhere in the thread about the irrelevance of CGI to the message being sent
Aside from the destruction of low-tech artistic tools triggering non-tech people aspect, tonally the ad was also overly edgy, which is off-brand for Apple. As noted elsewhere, it felt like a video game commercial from the '90s: gratuitous in its attention-seeking. https://twitter.com/cuniiform/status/1788013085392859171 And it's actually already been done before, by Nintendo: https://twitter.com/rsnous/status/1788047…
> destruction of low-tech artistic tools triggering non-tech people This was really poorly worded and sounded very elitist and dismissive, I trust this was not the intention.
The other half, sure. To think that all tech people are welcoming the current portrayal of AI/LLM's/Generative Art is simply tone deaf. Some of the most cynical detractors are in fact highly technical people.
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I don't understand the outrage. It's cgi, and very obvious cgi at that. The items bend and explode in an exaggerated cartoon fashion. It's whimsical. No instruments have been destroyed. No actual paint has been spilled. We don't get mad at destruction in a pixar movie. We cheer when rock stars smash their actual guitars after a live performance. We don't live in a culture that abhors destruction. Do people just not r…
It’s not about the CGI, but the sentiment it expresses. Hugh Grant summed it up well: “The destruction of the human experience. Courtesy of Silicon Valley.”
The ad isn't about destruction just because it features destruction. We don't apply this standard to movies, books, or any other creative work.
I don't understand the outrage. It's cgi, and very obvious cgi at that. The items bend and explode in an exaggerated cartoon fashion. It's whimsical. No instruments have been destroyed. No actual paint has been spilled. We don't get mad at destruction in a pixar movie. We cheer when rock stars smash their actual guitars after a live performance. We don't live in a culture that abhors destruction. Do people just not r…