I love optical illusions, and Apple has recently released ‘Perspective’, which is a short film using optical illusions and typography to present the values of “creative” innovation associated with its brand.
This is the text in the short video:
“Here’s to all those who have seen things differently. The ones who follow a vision, not a path. Where others perceive first as valuable, you value the first thing that actually matters. While others are distracted by the new, you focus on the significance of a whole new take. Even before you could see how, you never doubted we would change things. And then we did change things together again and again. Relentless optimism is what moves the world forward. So keep seeing things differently. Keep trusting theres is always another way, a better way, a bigger way. One that lifts up humanity, breaks down our barriers and heals the landscape. You are the difference between the world as it was and the better place it will become. And being different is the one thing about us that will always be the same.”
How “creative” Apple has been can be discussed since they have received some critique, some say it can be seen as a copy of OK Go’s music video “The writing’s on the wall”. The band seems to think its plagiarism, and its manager, Andy Gershon, say they are weighing its legal options (http://www.businessweek.com/articles/2014-09-09/ok-go-apple-ripped-off-our-video-for-the-iphone-6-event). Judge for yourself: