Music Has the Power to Transform the World
In modern life, music is deeply woven into our daily existence — moving with our emotional rhythms, and sometimes possessing the power to transform how we see the world. When you want to block out the noise of the commute and find focus. Or when you want to unwind at the end of the day and let your mind breathe free. In those moments, we reach for our earphones and immerse ourselves in a personal world of sound. Apple's AirPods Pro is the defining product in this space — through active noise cancellation, it allows users to suppress the ambient noise around them and focus on nothing but the music they choose.
This article goes behind the scenes of "Someday," the Apple ad that captures the essence of AirPods Pro with such artistry. This is no ordinary product showcase. Through the universal theme of heartbreak, the film beautifully visualizes how music is deeply intertwined with a person's inner world — and how it shapes the way we perceive the world around us.
The sight of a single man's emotional state quite literally transforming the cityscape around him leaves a powerful impression. Here, we dig deep into how this striking film came to be: the concept, the meticulous direction of Spike Jonze, the technical ingenuity of the shoot, and the passion and creativity of the production team. The story of storytelling and technique fused behind the camera is full of insights for businesspeople too.
- Heartbreak and Noise Cancellation: The Inner Transformation Depicted in the AirPods Pro Ad
- Spike Jonze's Direction: The Visual Language Born from Obsessive Attention to Detail
- Complex Cinematography and an Evolving Choreography: Behind the Scenes of "Someday"
- The Future Where Technology, Emotion, and Creativity Intertwine
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Heartbreak and Noise Cancellation: The Inner Transformation Depicted in the AirPods Pro Ad
At the heart of the story "Someday" tells is the process of a man who has just gone through a breakup, using the technology of AirPods Pro to project his inner world onto reality and transform it. As the production team explains: "This ad depicts someone who's had their heart broken, and how their internal experience changes the world around them. It's a story that hints at a wounded heart — and the possibility of healing." The film masterfully captures the moment when personal emotion rewrites how we perceive our surroundings.
Early in the story, as the protagonist walks through the city, the deep sadness swirling inside him is expressed as waves of "bummer." The people he passes are physically knocked over and staggered, as if hit by these waves of despondency. The choreography — "as he passes the people in blue clothes, in time with the music, like a heavy drum: BOOM, and as he passes, people are struck down: BOOM" — visually expresses the powerful effect of his negative emotions. The way people wilt after he passes symbolizes how his grief is draining the energy from everything around him. It is a gorgeous cinematic embodiment of the psychological state many people know from experience: when you're at your lowest, the entire world seems drained of color.
What the ad particularly emphasizes is the role AirPods Pro's active noise cancellation plays in this inner transformation. The idea at the core of the film is: "When you put on AirPods, turn on active noise cancellation, and let the music you've chosen for your mood begin — the whole world transforms with it." Noise cancellation isn't just about blocking ambient sound; it enables the user to actively choose the sounds (music) they want to hear, and through the power of that music, actively shift their own emotions and the way they see the world. The heartbroken protagonist puts on his AirPods Pro and presses play. From that moment, the world begins to move in time with his inner rhythm and feelings.
This is where music itself plays a crucial role. The making-of footage references two contrasting tracks: the uptempo "Perfect" by Sam i & Tropkillaz (feat. BIA & MC Pikachu) and the melancholy "El Conticinio" by Guitarricadelafuente. The bright rhythm of "Perfect" and lyrics like "I wanna dance, All in a trance, All over round the world" seem to symbolize liberation from sadness, self-affirmation, and the positive energy of reconnecting with the world. Used in the dance sequence, it captures how music moves the protagonist's heart and quite literally makes the world dance. "El Conticinio," meanwhile, with its lyric "Un elixir a mis heridas" (an elixir for my wounds), creates a contemplative atmosphere that sits with deep sadness and a wounded heart. This contrasting musical selection highlights the diverse emotional power of music and how deeply it is involved in a person's emotional shifts.
The ad hints not only at sadness but at the hope of "a promise of healing." It suggests that through AirPods Pro and music, even in difficult situations, a person has the capacity to take control of their emotions and actively shift how they see the world in a more positive direction. The protagonist's performance is also a vital element — the depth of sorrow he conveys heightens the realism and emotional resonance of the film. This unflinching emotional expression makes the theme of "the inner transformation brought about by technology and music" all the more vivid. The ad reaches beyond the functionality of AirPods Pro to deliver a more universal and moving message: that technology has the potential to enrich the human emotional experience and serve as a support through difficult times.
Spike Jonze's Direction: The Visual Language Born from Obsessive Attention to Detail
The distinctive allure and visual polish of Apple's "Someday" was created through director Spike Jonze's exceptional directorial skill and his relentless obsession with detail. The making-of footage gives us a glimpse into how clearly he held his vision and how he worked to bring it to life together with the production team.
One member of the production team said: "The director had very specific ideas and gave precise instructions for each movement and interpretation. We wanted to faithfully realize his vision." He wasn't just issuing broad instructions — it's clear he had explicit intent down to each individual movement, expression, and beat of timing.
This obsession with detail was an indispensable element in raising the overall quality of the film. For example, in the scene where people are affected by the protagonist's "waves of sadness" — rather than simply falling over, specific actions like "being flipped over" or "taking impact" were specified, and by synchronizing these with the musical beat, a visually and sonically impactful expression was born.
In the dance sequences, Jonze pursued his ideal expression by carefully communicating the nuances of sensory movement. Rather than describing things purely in words, he shared his ideas with the dancers through gestures and onomatopoeia. In responding to the director's precise demands, the dancers and staff pushed beyond their own limits to generate new expressions and ideas. It was this dynamic process that ultimately gave the final film its depth and vitality.
The director's direction was also made more effective through close collaboration with the choreographer. Scott translated the director's abstract vision and emotional direction into concrete dance movements, elevating them into expressions that drew on each individual dancer's personality and strengths. This resulted in a performance charged with genuine emotion and conviction — not merely a sequence of choreographic steps.
On-set communication was also a critical dimension of Jonze's direction. The moment he calls to dancer Pedro — "Let's go, Pedro! You're perfect! Come on! Let's go!" — is an example of communication that goes beyond mere instruction to actively raise motivation, and is highly effective at drawing out peak performance. The words "You're perfect" resonate with the overall theme of the ad, functioning not as mere praise but as a message encouraging self-affirmation and the courage to express oneself fully.
Spike Jonze's direction maximized the creativity of the entire production team through emotional connection, psychological support, and the clear sharing of a vision — not just technical instruction. His obsessive attention to detail, his ability to communicate that vision, and his constant push for evolution were the driving force behind creating this unforgettable film. In business project management and team-building too, these qualities — a clear vision, meticulous attention, and communication that draws out each member's capability — are critical keys to success.
Complex Cinematography and an Evolving Choreography: Behind the Scenes of "Someday"
The captivating visual world of the AirPods Pro ad "Someday" was realized not just through a strong concept and direction, but through the advanced filmmaking techniques and the constantly evolving choreography that underpinned it all. The making-of footage reveals elements of this intricate production process: the coordination between practical physical effects (such as rigs that flip people over) and the visual effects (VFX) added in post-production, and the use of large cranes to achieve dynamic camera movement.
What is particularly striking is the importance of timing. In the confetti sequence, we see the direction "No confetti, no confetti" followed by the sound effect "[CONFETTI SHOOTS]" and the cheers of the crew. This captures just how crucial the perfect timing of the confetti launch was in effectively staging the scene's climax. A moment's slip in timing could change the entire impression of the scene — the shoot was proceeding under that level of tension and concentration.
Costume design also played a significant role in enhancing the visual intrigue of the ad. Costumes functioned not merely as clothes but as symbols of season and character personality, and were also used for a visual trick in which they appear to change mid-scene. This was an ingenious device to make it look as though a dancer's costume changed in an instant at the moment of a spin or transition — achieved by combining separate costume pieces cut in half and dyed different colors. This kind of costume trickery enhances the fantastical atmosphere of the film.
And the greatest element underpinning the vitality of this ad is the choreography. The choreography was not simply pre-set and executed as-is — it continuously evolved and was refined throughout the shoot. The emphasis was on drawing out each dancer's individual personality and strengths to the fullest, with movements adjusted and optimized for each scene.
The dance sequences in particular demanded dynamic movement in sync with the energetic rhythm of "Perfect." With shouts and cheers layered in, the dancers' intensity and exhilaration were transferred directly to the film. The emphasis was not just on technically demanding choreography, but on expressing emotions — "joy," "liberation." And rather than uniform movement, drawing out each dancer's unique expressiveness created a dance sequence that was richer and more deeply human.
Practical effects, visual effects, precise timing control, inventive costume work, and continuously evolving choreography — all these elements were organically united around the director's vision, influencing and responding to one another, ultimately elevating into the memorable visual work that is "Someday." This production process is emblematic of the dynamism of large-scale projects in which diverse specializations collaborate, overcome formidable challenges, and achieve their goals.
The Future Where Technology, Emotion, and Creativity Intertwine
Through the making-of footage for the Apple AirPods Pro ad "Someday," we witnessed the process by which a work of art was born — one that goes well beyond conventional product advertising, fusing technology, human emotion, and exceptional creativity in perfect measure. This film links the active noise cancellation function of AirPods Pro with the universal human experience of recovering from heartbreak, and poetically depicts how music has the power to enrich our inner world and even transform our perception of reality.
Director Spike Jonze's obsessive attention to detail and clear vision; the expertise and passion of the production team — choreographer, dancers, practical effects crew, costume designers — and their willingness to embrace constant evolution: all of these drove this project to success. The staging of "sadness waves" that physically stagger passersby; the dance sequences in which the world comes alive in time with the music; the illusion of costumes changing in an instant; and the confetti that demanded perfect timing. Each element was integrated through meticulous planning and flexible adaptation on set, creating an emotionally resonant and unforgettable visual experience.
From behind the scenes of this ad's making, we as businesspeople can take away many lessons. The importance of a clear vision. The attention to detail required to achieve it. The effective coordination of a team with diverse specializations. Creative solutions to formidable challenges. And above all, the communication and leadership that elevates team members' motivation and draws out their best performance. These are indispensable elements for the success of any project in any field.
"Someday" suggests that technology holds the potential not merely to pursue efficiency and convenience, but to enrich human emotional experience in deeper, more meaningful ways. The exploration of a personal world woven from music and technology will continue to evolve. This ad may well be remembered as a defining creative achievement of our era — one that fills us with anticipation for the future it prefigures.
Reference: https://www.youtube.com/watch?v=Kbh-K6zrjtk
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