Lead Apple creative to depart go-to ad agency TBWA\Media Arts Lab

AppleInsiderAppleInsider
Posted:
in General Discussion edited July 2019
TBWA\Media Arts Lab creative director Arnau Bosch Verges, who worked on Apple's award-winning "Welcome Home" commercial for HomePod, is leaving the ad agency to start a social media platform catering to musicians.


Still from the "Welcome Home" ad directed by Spike Jonze and starring FKA twigs. | Source: Apple


Verges will depart TBWA\MAL after collaborating with industry heavyweights on various campaigns for Apple, The Drum said in a report on Monday.

It was Verges who worked with fellow TBWA\MAL creative directors Robbin Ingvarsson and Kako Mendez on Apple's "Welcome Home" spot. Released in 2018 to publicize HomePod, the commercial was directed by Spike Jonze and stars musician FKA twigs.

The trippy short sees twigs dance around a morphing, bending and undulating apartment to the beat of "Til It's Over" by Anderson .Paak, as played on HomePod. A behind-the-scenes look at the ad revealed Jonze and company accomplished the stunning visuals using practical effects, a practice that is quickly being replaced by cheap and effective computer graphics.

"Welcome Home" won numerous industry awards including top honors at the Association of Independent Commercial Producers Show, a spot on Adweek's "Best of 2018" rankings and a prestigious Cannes Lions nod.

"After working for such a huge brand that means so much to culture with amazing talented people like Spike Jonze, you're spoiled," Verges said in a statement to The Drum. "You ask yourself, where am I going after this? I think if I really want to push for something different and try to discover what's going to be next, now is the best time ever, now Apple is at its peak."

Verges' new project, SoundStorming, is a social media platform that allows musicians to record and share content in an app-based environment.

News of Verges departure comes on the heels of Apple's recent hire of Nick Law, a high-profile marketing executive who previously served as chief creative officer at Publicis Groupe. According to a report last week, Law will be named as Apple's VP of marketing communications integration.

Comments

  • Reply 1 of 11
    TomETomE Posts: 172member
    Best Wishes to all in their endeavors.   All large companies have a succession list and should be prepared for the departure of anyone.  So, no one is indispensable. 
  • Reply 2 of 11
    dysamoriadysamoria Posts: 3,430member
    Yeah, we need yet another social networking medium... [rolls eyes]
    macxpress
  • Reply 3 of 11
    9secondkox29secondkox2 Posts: 3,010member
    So she’s leaving a good solid job to chase after...


    Ping 2.0

    good going. 


    In reality, she’s not a “lead Apple creative.”

    shes simply an employee of a company Apple does business with. 

    And though she may may have provided some ideas for said video, she didn’t do the work, nor was the video really all that amazing. 
  • Reply 4 of 11
    AppleExposedAppleExposed Posts: 1,805unconfirmed, member
    9secondkox2 said:
    So she’s leaving a good solid job to chase after...


    Ping 2.0

    good going. 


    In reality, she’s not a “lead Apple creative.”

    shes simply an employee of a company Apple does business with. 

    And though she may may have provided some ideas for said video, she didn’t do the work, nor was the video really all that amazing. 

    That ad won awards and people were blown away how it was done without special effects.
    colinng
  • Reply 5 of 11
    gwydiongwydion Posts: 1,083member
    9secondkox2 said:
    So she’s leaving a good solid job to chase after...


    Ping 2.0

    good going. 


    In reality, she’s not a “lead Apple creative.”

    shes simply an employee of a company Apple does business with. 

    And though she may may have provided some ideas for said video, she didn’t do the work, nor was the video really all that amazing. 
    He, is a he.

    Arnau is a male Catalan name, the translation to English would be Arnold
  • Reply 6 of 11
    9secondkox29secondkox2 Posts: 3,010member
    So she’s leaving a good solid job to chase after...


    Ping 2.0

    good going. 


    In reality, she’s not a “lead Apple creative.”

    shes simply an employee of a company Apple does business with. 

    And though she may may have provided some ideas for said video, she didn’t do the work, nor was the video really all that amazing. 

    That ad won awards and people were blown away how it was done without special effects.
    You can literally SEE the joins. It’s creative, sure. But does nothing to sell the HomePod. In fact, it detracts from it. It’s was just an Apple funded excuse to play around. And there ARE a couple places that do indeed have “special effects.” 

    And still, , this guy is leaving to start Ping 2.0. 

    Not a a great idea. 
    edited July 2019
  • Reply 7 of 11
    ChrisCarnevalChrisCarneval Posts: 29member
    9secondkox2 said:
    So she’s leaving a good solid job to chase after...


    Ping 2.0

    good going. 


    In reality, she’s not a “lead Apple creative.”

    shes simply an employee of a company Apple does business with. 

    And though she may may have provided some ideas for said video, she didn’t do the work, nor was the video really all that amazing. 

    That ad won awards and people were blown away how it was done without special effects.
    You can literally SEE the joins. It’s creative, sure. But does nothing to sell the HomePod. In fact, it detracts from it. It’s was just an Apple funded excuse to play around. And there ARE a couple places that do indeed have “special effects.” 

    And still, , this guy is leaving to start Ping 2.0. 

    Not a a great idea. 
    Those are special effects. Aka practical effects. What you probably mean are visual effects. 

    And dear Appleinsider... „cheap computer graphics“? Really?!
  • Reply 8 of 11
    macxpressmacxpress Posts: 5,911member
    dysamoria said:
    Yeah, we need yet another social networking medium... [rolls eyes]
    Yeah I was thinking the same thing. And why does it seem like all of these kinda or even mostly successful people run off and start their own company? Seems like 99% of them never succeed! 
  • Reply 9 of 11
    neilmneilm Posts: 995member




    Eyebrow fetish!
  • Reply 10 of 11
    the monkthe monk Posts: 93member
    macxpress said:
    dysamoria said:
    Yeah, we need yet another social networking medium... [rolls eyes]
    Yeah I was thinking the same thing. And why does it seem like all of these kinda or even mostly successful people run off and start their own company? Seems like 99% of them never succeed! 
    Trying to in succeed in something you most likely/might fail in is what risk taking is all about. Apple’s co-founder failed many times.
    jony0
  • Reply 11 of 11
    9secondkox29secondkox2 Posts: 3,010member
    So she’s leaving a good solid job to chase after...


    Ping 2.0

    good going. 


    In reality, she’s not a “lead Apple creative.”

    shes simply an employee of a company Apple does business with. 

    And though she may may have provided some ideas for said video, she didn’t do the work, nor was the video really all that amazing. 

    That ad won awards and people were blown away how it was done without special effects.
    You can literally SEE the joins. It’s creative, sure. But does nothing to sell the HomePod. In fact, it detracts from it. It’s was just an Apple funded excuse to play around. And there ARE a couple places that do indeed have “special effects.” 

    And still, , this guy is leaving to start Ping 2.0. 

    Not a a great idea. 
    Those are special effects. Aka practical effects. What you probably mean are visual effects. 

    And dear Appleinsider... „cheap computer graphics“? Really?!
    Incorrect. While there are mostly “practical” effects (I see you read the same article I did), there are also digital “special” effects. 

    The practical ones comprise the majority, but they are also obvious and you can see the physical limitations in the video. 

    Majority regular stuff with some digital as well. This wasn’t done sans digital manipulation. And the company admits that. 

    Lets keep it real here. 

    So it was ok. Has kind of a Sesame Street meets beatnik vibe to it. M

    i think I may have glimpsed a HomePod somewhere in there. 

    People get awards for anything nowadays. 
    edited July 2019
Sign In or Register to comment.