Ahead of Mother’s Day in the U.S., Apple has created an intimate portrait of first-time parenthood that showcases the capabilities of its iPhone and its Vision Pro mixed-reality headset.
“A Gift for Mom,” created by TBWAMedia Arts Lab Los Angeles, celebrates families.
Sticking with the brand’s longtime advertising tradition, the emotional storytelling also doubles as a product demonstration; in this case, showing how spatial video captured on an iPhone and played back with Apple Vision Pro can preserve special memories.
Director Goh Iromoto collaborated with real-life parents Khulan and Sam Baasanjav over the course of the first year of their newborn’s life. Sam filmed moments with his family on an iPhone, and Iromoto helped him edit more than 55 hours of footage into a home video for Khulan.
Sam gives the video to Khulan as a Mother’s Day gift, and she watches it on Apple Vision Pro. Apple’s ad tugs at the heartstrings by depicting a her reliving those moments …