<< WELCOME HOME>> BY JONZE FOR APPLE HOMEPOD

A short film by Spike Jonze for Apple HomePod

Nowadays, digital marketing, advertising and the social media corner the market. Through high competition, great challenges, opportunities, creativity and innovative marketing ideas could improve the world. In the purposes of our course “Ad Discovery and Creativity Lab”, we, as students of AD&PR Lab of Panteion University , researched the latest trends in advertising and communication as well as work on some really interesting projects as brand ambassadors of PR digital media company.

There are many examples of great works in the digital media. One of them is << Welcome Home>> a spot for Apple HomePod directed by Spike Jonze, starring FKA Twigs and created by TBWA\Media Arts Lab, which was honored with one of two Grand Prix handed out in Entertainment Lions for Music. << Welcome Home>> shows a woman who faces a lot of difficulties in her every day life. Going home disappointed and tired she turns on the Apple HomePod and she gets Siri to play a song that would her escape from reality . Listening to the music she starts to dance and she understands that through the music she can extend her house make it colorful and bigger. We started talking about how great music makes a space feel bigger and different. Also we see that dance represents an escape from reality within the mind of our protagonist. Welcome Home is about giving yourself the freedom to escape. Also, the film shows the diffrence between social and personal life . Our protagonist only when she arrives home feels the freedom to be herself. In the end of the film the solution to feel more freedom is not given, our protagonist still does not feel the freedom to express herself in outside world. Welcome home focus more on the ways to escape from our daily problems and less on ways to fix them.

Τhe piece conveys you to an emotional journey through movement and gives the possibility of transporting and transforming a home through the music. Αll this is accomplished through the home speaker edited by apple music. The result of the four minutes film is a stunning piece that is charming , surreal , emotional, playful and theatrical. This film took place in California and it is directed by Spike Jonze a director and writer of feature films, commercials, music videos, and short films. Spike Jonze as a director likes to explore different characters in different environments and all his films have the characteristic of feeling a need to escape.

All in all at Cannes Lions, “Welcome Home” was a roundly beloved hit, scoring the Grand Prix in Music, a gold Lion in Film and another gold in Film Craft. Welcome Home is a short film which expresses a lot of emotios, touches the issue of work balance in the flame of the capitalism system and addresses the whole Westerm civilization . << welcome Home>> by Apple is a product that maybe does not fix your life but for sure it makes it a lit bit easier

Team: Antonis Katsis, Eva Fouska, ted m, Alexia Stavropoulou,

Professor: Betty Tsakarestou