Intention

Opening film for WWDC 2013, with development work and selected print from Designed by Apple in California.

AppleArt DirectorTBWA\MAL2013FilmPrint

Contribution: Art Director / TBWA\MALOriginated Intention with writer Zane Miller; briefed BUCK and art-directed the animation from style frames through finish. Later supported selected print as an art-direction partner, stewarding craft and reproduction.
Scope: Original film concept
Art direction + style frames
Animation + sound
Selected print production

From the first dot

Working boards, sketches and BUCK studies trace the animation from the original concept through refinements in movement, type and composition.

Brand words / working brief and frames / March 2013

Eleven white development frames on black trace the words simple and design through dots, lines, clustering and a final typographic resolve — Development frames / eleven studies for “simple” and “design”

Four dark storyboard frames show the phrase until every thing we touch beside a white dot that elongates into a line — Touch / storyboard / April 2013

A hand-drawn study shows a small central sphere with lines and circles radiating upward above one isolated figure and a nearby group — A thousand no’s / concept sketch / April 2013

A BUCK motion-development board exploring dot grids, reduction and line movement for the Apple film Intention — Concept 4 / BUCK development boards / March 2013

A BUCK motion-development board tracing a dot and arc system through the Apple mark and final Intention end card — Concept 4 / BUCK signature and end-card studies / March 2013

Music as Design Material

Musical notation builds from individual notes to noise before resolving into a simpler arrangement.

Designed by Apple in California

Magazine and newspaper executions from the campaign, with art direction and reproduction support from Danny.

Designed by Apple in California magazine spread pairing the manifesto with a child holding an iPad overhead in bed — Magazine spread / iPad

Designed by Apple in California magazine spread pairing the manifesto with a runner wearing an iPod on an armband — Magazine spread / iPod

Designed by Apple in California magazine spread pairing the manifesto with two people sharing wired EarPods — Magazine spread / shared music

Designed by Apple in California newspaper spread with the full manifesto beside a child holding an iPad overhead in bed — Newspaper spread / iPad

Designed by Apple in California newspaper spread with the full manifesto beside a runner wearing an iPod on an armband — Newspaper spread / iPod

Designed by Apple in California newspaper spread with the full manifesto beside a woman holding an iPhone in the back seat of a car — Newspaper spread / iPhone

Designed by Apple in California newspaper spread with the full manifesto beside two people sharing wired EarPods — Newspaper spread / shared music

Apple product historyProduct history montage / 2013

Credits

Danny Duran and writer Zane Miller originated the core concept of Intention. They worked with creative directors Chris Ribeiro and Drew Stalker and BUCK to carry it from style frames through final animation. An in-house MAL sound designer shaped the sound; Keith Kenniff orchestrated “Receives.” Published credits also name writers Brooks Jackson and Rob Goldenberg and the wider Apple, MAL and production teams. Danny later supported selected print executions, focusing on image, typography, color and reproduction.