APPLE TV'S COLORFUL NEW INTRO WAS CREATED WITH REAL GLASS AND PRACTICAL EFFECTS
Apple's new streaming technology Swipe intro built entirely with real materials instead of CGI, capturing every shimmer and color shift through layered glass and real light
Apple's rebranded streaming service, now called Apple TV, unveiled a new logo sequence created using practical effects by TBWA\Media Arts Lab and Optical Arts. The multicolored glass surfaces were lit and filmed in camera, with each version lasting 1 second, 5 seconds, or 12 seconds, paired with a fresh sound logo composed by FINNEAS.
This creative choice highlights Apple's commitment to authenticity and craftsmanship, emphasizing tangible design over digital simulation. The result is a luminous, tactile identity that blends art and engineering, reinforcing Apple's premium feel across its growing entertainment ecosystem.
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Apple