Building on Apple’s new AirPods 4 Someday campaign featuring Hollywood star Pedro Pascal, which got audiences grooving in the UAE and Saudi Arabia, the brand has now released a never-before-seen, behind-the-scenes rehearsal footage of Pedro Pascal dancing Brazilian funk to the song “Perfect,” a collaboration between Sam i & Tropkillaz with Bia and MC Pikachu.
The combination of Pascal, known for his strong presence on television and in film, with the irreverent Brazilian funk made the Apple commercial go viral, not just in the Middle East region, but also around the globe. ‘The Making Of Someday’ now reveals the production process and the great chemistry on set between Spike Jonze, Pedro Pascal and choreographer Tanisha Scott.
Speaking about his character’s emotional journey, Pedro Pascal said, “The story that is being told is the idea of someone who is in a breakup and how the world transforms into this person’s sort of internal experience. A heartbroken world and the idea of the promise of healing.”
Reacting to the experience of the campaign shoot, Pascal added, “Every day there was something new. It was such an exciting experience, especially to feel that it would always continue evolving. I felt like a student again. It was about Tanisha understanding what my strengths were and that it would always continue growing into the best version of what it could be.”
Through ‘The Making of Someday’, which is now officially featured on Apple’s YouTube page, viewers witness the close collaboration between Pascal and world-renowned choreographer Tanisha Scott, celebrated for her work with Rihanna, Drake, and Beyoncé.
While the actual campaign film showcases AirPods 4 with Active Noise Cancellation through heartbreak, stunning visuals, expressive movement and immersive sound, ‘The Making Of Someday’ illustrates the endearing and creative process with Director Spike Jonze and Pascal that turned a product feature into a fan-favourite moment.
Jonze’s vision creates a universally resonant moment that showcases AirPods 4 with ANC. His powerful visual metaphor offers escape from reality with practical effects and camera techniques achieving dramatic visual transformations.
Producer Jorie Feldman said, “It’s illustrating this idea that when you put on your AirPods 4, and you put on Active Noise Cancellation, your whole world transforms with the music you choose to put on.”
The Someday campaign, now airing across the UAE and Saudi Arabia, was brought to life by creative agency TBWA\Media Arts Lab, production house MJZ, with post-production handled by TRAFIK and editing by Final Cut.
CREDITS: ‘The Making Of Someday’
Client: Apple
Agency: TBWA\Media Arts Lab, Los Angeles
BTS Director / D.P. and Editor: Derek Milton
Production Company: MJZ
Post-Production: Be Grizzlee
Audio Post-Production Company: Squeak E. Clean
Music:
“Conticinio” by Guitarricadelafuente
“Perfect” by Sam i, with Tropkillaz ft. Bia & MC Pikachu
“Resource Colorado 87” by Sten Valin
“Piano Sten” by Sten Valin
“Matriarchy” by John Bowers
