Apple Depicts Surveillance Cameras as Birds and Bats

Privacy threats ruffle feathers. So, Apple’s new film from TBWAMedia Arts Lab transforms surveillance cameras into birds and bats, eager to swoop down and spy on our iPhone usage.

It’s a tad on the nose, but still ranks as an impressive piece of work.

Fusing Hitchcock, Terry Gilliam and Hollywood action tropes, its zippy visuals deliver an unsettling yet ultimately reassuring message. 

Sure, those metallic menaces steal passwords. But at least they can’t poop on our heads. Yet.

Clang-y tones created by sound engineer Gus Coven—and that flighty flute!—heighten the sense of unease to the edge of distraction. But maybe that’s the point.

And of course, wags might argue that a Big Tech promise to protect users feels insincere—and that keeping a watch on us is more their style.

Ah well, it’s easy to snark at Apple. Low hanging fruit, as it were. Truth is: Cyber-safety reminders are always relevant, and “Flock” soars above most. 

The ad drops today across TV, social, cinema and digital platforms.

As part of the push, a separate set of videos will mimic browser hijacks in real time:

CREDITS

Agency: TBWAMedia Arts Lab 
Production Company: Smuggler
Director: Ivan Zacharias
Bird design: Legacy FX
Editorial: Rock Paper Scissors Editorial
VFX: House of Parliament
Color: TRAFIK
Sound Design / Mix: Barking Owl
Music Editorial: Model Citizen