Apple and Radical Media brought us onboard to create part of a launch film introducing their new MacBook Pro with the most powerful chips Apple has ever built: the M1 Pro and M1 Max. The launch event, 'Unleashed' also saw the launch of AirPods 3, HomePod Mini and much more. The event went live on 18/10/21 on Apple’s website and YouTube and has already over 4.6 million views. We were tasked with creating a film that shows what the new chips can do for pro apps such as Cinema 4D, DaVinci Resolve, Unity and Premier Pro and we hear developers from these pro apps talk of the benefits and power that the M1 Pro and M1 Max chips have on a laptop. The new M1 Pro/Max chips have over 4x speedup in Redshift, 5x faster Scene Edit Detection in Premiere Pro, 8x faster ProRes-to-ProRes rendering for DaVinci - the list goes on! The aim was to make a film that talks to developers but also feels approachable for everyone in the creative industry - visualising the technicalities of the new chips in a fun way.
BIG thank you to Radical Media and to Apple for having us on board for this one!