Apple’s miniature dreamscape doubles

Dreamy and bright, Apple infuses magic into the world through their various products, delivering whimsy and joy to music lovers everywhere. 

There’s a melancholy to The Magic of Mini that is matched by Tierra Whack’s soulful sound. At least at first. The ad brings in the strange and surreal slowly, starting with an ever-growing scarf and culminating with a house party with Tierra and her mini-self. The end of the promo is bright, joyful, fun, and full of details that make every part of a small apartment feel magical and warm. 

Delivering this Christmas cheer is the fantastically fun Calmatic, out of PRETTYBIRD. Working with Apple is agency TWBA Media Arts Lab, LA, who also helped with Make Movies Like the Movies and Oversharing.