Behind-the-Scenes Video Details How Spike Jonze Made HomePod Ad With 'Very Little CGI'

Earlier this month Apple shared a surreal new ad for the HomePod that was directed by filmmaker Spike Jonze and starred artist Tahliah Debrett Barnett, known as FKA Twigs. In the commercial, FKA Twigs arrived home from a long day at work and found a way to unwind by dancing around to Anderson .Paak playing from her HomePod, all while her apartment expanded and shape-shifted in unexpected ways.

Image via Adweek

In a new seven-minute behind-the-scenes video shared today (via Adweek), director Danilo Parra explores how Jonze shot the video, how the choreography was created, and how the team got the apartment to expand and elongate. On that last point, the production designers on the commercial explain that the team used hydraulics to practically move the sets around as FKA Twigs danced in them -- down to the magazines and tables that she expands in the dream sequence -- all with "very little CGI."

In terms of CGI, VFX supervisor Janelle Croshaw points out that the biggest effect for the ad occurs when FKA Twigs dances with herself in a mirror. At one point in the video it's also revealed that the artist auditioned for Jonze's commercial using FaceTime. To check out the full short documentary on the making of "Welcome Home," visit Adweek right here.


Welcome Home was Apple's first major long-form ad for the HomePod, launching after a series of much shorter, 15-second HomePod videos.

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22 weeks ago
Amazing how much work goes into a commercial that we only see approximately 30-45 seconds on cable TV.
Rating: 4 Votes
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22 weeks ago
I love behind the camera stuff. Shows really how much work goes into making entertainment we consume
Rating: 4 Votes
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22 weeks ago
Impressive!
Rating: 4 Votes
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22 weeks ago
An updated version of this video, in many ways.
[MEDIA=youtube]Et9b7LWfnxQ[/MEDIA]
Rating: 2 Votes
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22 weeks ago
An absolutely insane amount of work for a couple minute spot. Truly impressive. I had wondered how much of the video was CGI - Obviously not a lot.
Rating: 2 Votes
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22 weeks ago
Great to see creativity in action. So many crappy and stupid commercials on TV these days. Now in then there some real good ones, my favorite at the moment is the Two Alfas on the ice spinning to Wicked Game.
Rating: 1 Votes
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22 weeks ago
So basically what anyone that’s seen His Work before already assumed anyway?
Awesome.
Still not buying a HomePod.
Rating: 1 Votes
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22 weeks ago
Now this is an ad you can definitely tell and appreciate the amount of thought and creativity, and complexity went into this wonderful piece. This is art.
Rating: 1 Votes
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22 weeks ago
I remember the days when very little was made by CGI.
Rating: 1 Votes
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22 weeks ago
That was really neat!
Rating: 1 Votes
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