A poetic manifesto that launched Apple’s keynote and re-affirmed the brands unwavering dedication to process.

We developed a visual language that embodied Apple’s ideology while being flexible enough to resonate with anyone that has ever tried to make something. Using animation, the dot could simultaneously represent an idea, an emotion, and Apple’s core beliefs.

The result, a spot that was passed along and garnered millions of views online contributing to a renewed outlook on the company, both internally and externally beginning a brand run-up to the most successful phone launch in history.