Apple Dreams

For Hector Muelas

Apple Dreams Campaign

Concept: We’re still dreaming. Are you?

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When you once used an Apple product or walked into an Apple Store, you would have an experience you couldn’t have anywhere else. First iTunes, then Apple TV - as we dreamt, we discovered the world was ready for something new.

Introducing Apple Dreams.

Due to the constant race of technological updates, a new Apple product is no longer viewed as magical, but rather newer and better. They’ve forgotten that this is magic. The marvel is gone and the marvel must come back and it starts with dreams.

Currently users are tired of subscription services, they’re not excited about paying monthly fees. To solve this issue, there needs to be a change in both state-of-mind of what is being sold, but also a change in vernacular. 

Apple is both equally a brand and a culture, we have to start selling our Dreams again, not our updates. What do you see, hear, have, learn and experience in your Dreams?

You’re not paying for a subscription service, you are simply accessing Apple’s Dreams.

 
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Footage from Macbook Pro, AirPods, Arcade, Music, Card, and TV Apple ads. Music by Ludovico Einaudi - Golden Butterflies Var. 1

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Footage from Apple Card ad and stock. Music by San Halo - Light. Sound FX from stock.

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Footage from Apple Arcade ad. Sound FX from stock.

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Footage from Apple Behind the Mac campaign. Music from stock.

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Music by Ariana Grande. Vocal, instrumental, and master track used.

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Hand image from stock, other images from the web. Music from stock.


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