Shot on iPhone 15.
Apple had a simple ask- a commercial that was both androgynous and articulate. A story that speaks to the zeitgeist of the modern entrepreneur, an homage to travel, and a celebration of creativity, all while weaving Apple products seamlessly into the narrative. Take a look at my script and storyboard for this commercial concept below.
Photos Storytelling Script
Our protagonist (a hip, artsy-type, early 20s) stands in a buzzing city park in Tokyo, smartphone in hand, snapping inspired photos of the cherry blossoms in bloom while their travel friend snaps photos of them. We cut to their smiling face, one eye shut, squinting through the lens. Camera whirs 90 degrees from them to their subject, and we’re transported to a new scene: the Conservatory of Flowers in San Francisco. They snap away at colorful water lilies before the two friends take a jovial selfie, surrounded by fluttering butterflies.
POV of camera— Close-up on their faces until the whir repeats, taking us to the cliffs of Positano, Italy. Our protagonist photographs bright Bougainvillea growing on vines high above the sea.
Now on a plane, our photographer swipes through their floral photo album on a tablet, surrounded by sleeping passengers. Pulling up a sketching app, they draw vibrant, stylized floral designs. We get the sense this is more than a hobby. A cup of coffee rides the turbulence beside them.
Cut to: an energetic outdoor electronic show, full of an enraptured college-age audience. Our protagonist bobs to the music with friends. A cute on-looker lingers by, eyeing our protagonist. One of their friends nudges her toward the new crush. Now we’re viewing the show through their POV, and as the beat drops, colorful flowers explode across the night sky in a sort of synesthesia amalgamate of color and sound. Our protagonist turns to the new interest and grins.
It’s daytime. Our protagonist crosses a bustling NYC street, unlocks the doors to a small coffee shop full of plants and flowers, and turns the lights on. The wallpaper in the background is the same as their floral drawings from the tablet. Populating the cafe are stacked to-go cups with floral-printed sleeves and beautifully designed to-go boxes ready to sling goods from the pastry case.
They walk to the cafe sound system, plug in their phone, and look up the same artist playing the concert. Music floods the cafe as the first few customers walk in, in awe of this whimsical environment. The cutie from the concert walks by and spots our protagonist through the window pulling an espresso shot. They walk inside, bashfully waving hello. Our protagonist smiles back and we close up on their creation, two artfully pulled lattes with foam hearts.
Shot List:
Artsy-type, 22-year-old snaps photos of cherry trees in Tokyo, friend in tow.
C.U. of the photographer, squinting through the lens.
Protagonist shoots beautiful water lilies at Conservatory of Flowers, S.F.
Protagonist and friend take a few fun selfies surrounded by butterflies.
C.U. Bougainvillea in the foreground of Positano cliffs viewed through the screen of a smartphone. One, two, three pictures snapped.
Seated on a dimly lit plane, our protagonist swipes through floral photo album on a tablet.
They pull up a sketch app, and draw bright, stylized floral designs.
C.U. Of coffee shaking with turbulence on tray table.
A sea of college-age kids dance to a buzzing electronic show.
Our protagonist dances with friends. We spot the same friend as in Tokyo.
A cute concert-goer eyes our artist. Their friends nudge them closer.
P.O.V. of protagonist: bright floral visuals splash across the stage and beyond.
They lean closer to her crush and grin.
Sunny morning light floods a busy NYC street, as our artist crosses the street and unlocks the doors to a small coffee shop. The lettering on door reads “ A Sip Around the World”
Inside is a jungle of plants and flowers, but mostly, a coffee shop. They flick on the lights.
We see illustrated wallpaper, floral to-go cups, and boxes lining the shelves of the shop.
They plug in their phone, search for the same artist as the concert, and hit it- calling in an energetic morning.
Curious customers are drawn in. Their crush strolls by and spots them inside.
Our protagonist winks while pulling an espresso shot.
Crush walks in, looks around and waves in amazement.
Close up on two foamy lattes with milky hearts.