Recently, we shared the newest music video/commercial from Spike Jonze. While it was an ad for the new Apple HomePod, the video is yet another example of Jonze’s incredible creativity. The short video featured singer/dancer FKA Twigs dancing her way through her apartment, as the moves warped reality (and the apartment) around her. Upon first look, you’re taken by the dancing and the beauty of the video. However, soon you start to realize that Spike accomplished camera tricks and special effects that created this setting that ultimately left you wondering how he did it.
READ MORE: Spike Jonze Teams With Apple For New Music Video
Obviously, this type of video deserves a behind-the-scenes exploration into what all went into such an unique commercial. Thankfully, we now have a behind-the-scenes look at what went into the supremely technical video.
You’d be forgiven if you thought most of the tricks in the video were achieved with CGI. While there is definitely CGI at play, it’s not as prolific as you might imagine. The sets, which are warping in real time around Twigs’ dance moves, are all practical, with technicians moving each wall to the beat. Everything, from the dance moves to the lighting, took a ton of practice and choreography. Much more than you would expect for a glorified commercial.
But even though it’s a commercial, it’s a pretty great commercial.
However, what this behind-the-scenes video and the finished ad really showcase is Jonze’s true creativity. This is exactly why he is so missed in feature films. While he is responsible for some classic music videos, we really want him to come back with a new feature film. The writer-director hasn’t directed a feature film since 2013’s “Her.”
After 5 years, it’s time for another trip down the rabbit hole with one of the most unique filmmakers in Hollywood.
Watch the full behind-the-scenes documentary over at AdWeek.
