Another gloriously choreographed AirPods film has been created by TBWA\Media Arts Lab for Apple, this time for AirPods Pro and featuring mesmerising jump rope dancing feats. Jump follows in the wake of Bounce, which was created for AirPods.

This time, the talented young dancer who loses himself in the music in his ears is Kengo Sugino and the song, Fallin’ Apart by Australian artist, Young Franco, featuring Pell Denzel Curry provides the soundtrack.

The ropes? Symbolic of the freedom of AirPods or just a tool for the choreography that underlines Apple’s “cool” status?   

Apple’s cool is enhanced by a Snapchat AR filter. The campaign is one of the first to use Snap’s new full-body tracking technology, with segmentation, which allows the user to play with a virtual jump rope that can move in-front of and behind the user. And in the blossoming social media playground, Tik Tok, a challenge encourages Tik Tok-ers to create something unique themselves. 

Credits: 

Agency: TBWA\Media Arts Lab
Director: Sam Brown
DoP: Maria Jose Secco 
Movement Coach: Megan Lawson 
Production Company: Imperial Woodpecker
Talent: Kengo Sugino 
Music: Fallin Apart by Young Franco ft. Pell & Denzel Curry