Apple | Swarm
This idea was originally inspired by a pitch for Intel’s Ultrabook Experience via Virtue. They wanted to promote the Intel thin netbook concept, so I thought about how starlings made these interesting aberrations in the sky, as if it was distorted by a supernatural phenomena. After Virtue opted for going a different direction, I recycled it for Apple, this time covering all of the US, with shots from LA, Zabriskie Point in Death Valley, Big Sur, Bakersfield, Pizmo Beach, Yosemite, Lake Minnewaska, midtown Manhattan, Union Square, and Fort Tilden beach in NY serving as the key locations for the new MacBook Air to travel. Reinforcing the ideas of elegancy in design, weightlessness, speed, the new MacBook Air allows one to take action wherever creativity strikes, anytime, anywhere.