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How Apple Filmed its Flashy MacBook Neo Video Using Handmade Props
Apple released a behind-the-scenes video showing their MacBook Neo marketing was made with handcrafted props and practical effects rather than pure CGI or AI generation.
What: Apple's $599 MacBook Neo launch video relied heavily on practical effects including handmade props, stop-motion sequences, LED lights, and confetti cannons, with CGI used to enhance rather than replace real-world techniques.
Why it matters: In an era where companies increasingly turn to generative AI for marketing content, Apple's choice to invest in traditional artistry and practical effects represents a deliberate commitment to real craftsmanship over algorithmic shortcuts.
Original article
Apple's launch of the low-cost MacBook Neo has been highly successful. A behind-the-scenes video revealed that its polished marketing relied heavily on practical, handcrafted effects combined with some CGI. Real-world techniques and artists were central to the production.
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