Apple's new iPad Pro ad puts the focus back on creators

Apple has launched a new iPad Pro advertisement titled "Worlds Made on iPad," featuring actor Sofia Wylie in a visually creative setting, contrasting sharply with their previous, controversial ad "Crush!" which depicted creative tools being destroyed. This new ad, focusing on animation and creativity, showcases different animated backgrounds, highlighting the capabilities of the iPad Pro and the new Apple Pencil Pro, without directly featuring the product.

The visual style of the new iPad ad titled "Worlds Made on iPad" contrasts starkly with the previous "Crush2!" advertisement. The "Worlds Made on iPad" ad focuses on a more human-centric approach, featuring actor Sofia Wylie on a green screen set that transitions into animated backdrops as she interacts with the environment2. This creates a dynamic and engaging visual narrative that emphasizes creativity and animation.

In contrast, the "Crush!" ad depicted a more mechanical and destructive theme, where artistic tools such as instruments and paints were physically crushed under a hydraulic press to form a new iPad Pro2. This approach was met with disapproval from the creative community as it symbolically crushed the tools of their trades, reducing them to a single technological product.

Overall, while "Worlds Made on iPad" uses animation and human elements to convey versatility and creativity facilitated by the iPad, "Crush!" utilized destruction of physical objects to emphasize the device's capabilities, leading to a negative reception. The newer ad's style appears to be a response to the backlash, focusing on positive and imaginative visuals.