Apple TV — Keynote Reveal

This was my first project as an in-house creative lead at Apple.

The reveal film needed a convincing recreation of the Siri Wave, and the teams and partners on the project had not found one. The existing attempts treated it as a visual-effects texture—procedural noise and approximation—and none of them moved the way the real thing moved.

I started from observation instead. I recorded Siri responding to my own voice, separated the audio into low, middle, and high frequency ranges, studied how the visible motion changed with each, and rebuilt that behavior in After Effects.

Once it worked, I packaged it as a reusable toolkit rather than a one-off shot, so other artists could drive it without rebuilding anything. It stayed in use on later Apple TV work until the interface itself changed.

The Wave was half the job. The film also needed the entire Apple TV interface rebuilt—pixel-accurate, controllable, and containing complex 3D elements. None of it was simple. I built that too and turned it into a repeatable system that traveled across shots, teams, and vendors.