Apple used a giant glass Apple TV logo, colorfully lit and filmed in a studio, to create the new visual branding that will run before the streaming service’s shows.
The translucent logo seems to flip like the pages of a book, with colors changing all the while, in the mesmerizing video snippets.
“Many might assume the visual effects were made digitally, but in fact, it was all done practically using glass and captured in-camera,” Ad Age reported Wednesday.
A short behind-the-scenes video shows the extraordinary lengths the streamer and its storied ad agency went to create the striking visuals.