Ahead of Mother’s Day in the U.S., Apple has created an intimate portrait of first-time parenthood that showcases the capabilities of its iPhone and its Vision Pro mixed-reality headset.
“A Gift for Mom,” created by TBWA\Media Arts Lab Los Angeles, celebrates families.
Sticking with the brand’s longtime advertising tradition, the emotional storytelling also doubles as a product demonstration; in this case, showing how spatial video captured on an iPhone and played back with Apple Vision Pro can preserve special memories.
Director Goh Iromoto collaborated with real-life parents Khulan and Sam Baasanjav over the course of the first year of their newborn’s life. Sam filmed moments with his family on an iPhone, and Iromoto helped him edit more than 55 hours of footage into a home video for Khulan.
Sam gives the video to Khulan as a Mother’s Day gift, and she watches it on Apple Vision Pro. Apple’s ad tugs at the heartstrings by depicting a her reliving those moments with her baby.
“A Gift for Mom” will debut on Apple’s YouTube and Instagram channels on Thursday, coinciding with Mother’s Day on Sunday (May 11).
The tech giant introduced spacial video capture for the iPhone in December 2023, ahead of the U.S. launch of Apple Vision Pro in February 2024. Along with its new ad, Apple has also released an instructional video with tips for consumers to capture their own spatial photos and videos.
In October, Apple released the first scripted film for Vision Pro. Written and directed by Academy Award-winning director Edward Berger, “Submerged” was a 17-minute film that took viewers inside a World War II-era submarine.
