Apple launched its thinnest product ever with a striking video.

Apple crushed a pile of objects to turn them into the iPad in a film called Crush. The objects chosen tell the story of all the things you can do on iPad Pro. Apps such as like Logic Pro and Final Cut Pro, are represented by musical instruments and editing tools. Cans of paint and art supplies represent Procreate and Adobe Fresco. Rubber emojis represent iPad joy.

The film was set to the Sonny & Cher classic, All I ever Need Is You. Crush was broadcast on TV, social, digital, and YouTube. A product ad was also been launched to show the new iPad’s features.

The video was not received well. The storm of protests including the act of crushing technology and showing technology overriding human creativity.

But then came this. Thank you to creative director, Stanley Johnson, for finding and making it known (and to creative, Paul Alexander, for making it known to The Stable):

Credits:
Agency: Apple
Production Company: Iconoclast
Director: Vania & Muggia
DOP: James Laxton
Post- Production: A52
Editor: Leo Scott
Music: Sonny and Cher, All I Ever Need Is You
Sound Designer & Mixer: Jon Shamieh