An Homage to Apple's 1984

I’ve never felt compelled to write about a project before it was out in the world. Maybe it’s because I know some people will think we were just ripping off Apple. Maybe it’s because I worry they won’t understand what we were really trying to do. Either way, I felt like I had to get this down before the world decides for itself.

I’ve worked on some big projects in my career, but this one was something more. It’s without a doubt the biggest, riskiest, most ambitious TV spot I’ve ever been a part of — an homage to Apple’s iconic 1984 commercial. It’s the kind of thing that will either get praise or get completely torn apart—there’s no in-between.

The original ask was small. A product video for a landing page — something to announce new features, build some hype, and keep it moving. It was going to be a web or social asset. Maybe OTT or CTV. Straightforward, clean, no surprises. But that’s never how we operate. I always challenge my team to not just answer the brief, but push beyond it. We give clients what they ask for, what they actually need, and something they never saw coming.

This spot was definitely the biggest idea on the list. It was so big that even internally, there was hesitation. I fought for it because I believed in it. And even though it felt against the odds, our client didn’t just like it. They went all in. No backup or alt concept to explore, no hedging bets — just full commitment, which is almost unheard of at this scale. Just GO. They believed in it so much that they bought media in March Madness, securing a spot in the Final Four. This is as close to a Super Bowl campaign as I’ve ever gotten, and I can’t lie—I’m equal parts thrilled and terrified.

From the very beginning, we knew we wanted to create something bold — something that tapped into a cultural moment. Just like the original 1984 ad marked a turning point for Apple, this moment represents a reset for the client. It’s about breaking expectations and stepping into a bold new future. We wanted to tap into that energy while making it undeniably our own.

That meant obsessing over every detail. We studied the original frame by frame. We pulled in match cuts, nods, and Easter eggs. But we also knew this couldn’t be a parody. The original was dystopian; ours needed to feel fresh, powerful, and relevant to today. To get it right, we even shot on the same lens used in the original 1984 spot. A tiny detail? Maybe. But for us, it mattered.

This project was brutal in the best and worst ways. The timeline was insane — working late nights, weekends, pushing through every obstacle. No production company, just us making it happen. And then, just as we were gearing up for the shoot, wildfires swept through LA. Locations had to be reconsidered. The schedule shifted. For a brief moment, it felt like the whole thing might fall apart. But somehow, we pulled it off.

The hardest part wasn’t shooting it. It was cutting it down. We captured so much that deserved to be seen, but we had to fit it into a :30, plus :15 and :06 cutdowns. I’m hoping for a director’s cut someday because, honestly, there’s a three-minute version of this that I’d love to share.

So what happens now? People will talk. Some will love it. Some will hate it. And that’s fine. Anything worth doing is worth the risk. The best-case scenario? It makes an impact. People remember it.

It’s been a wild ride, and no matter what happens, I’m proud of what we made.