Apple's holiday announcement for 2018 is, at first glance, a charming story of a young woman who learns to embrace her artistic gifts. She struggles for a year in a mysterious creative project, only to be held back by her own insecurities about letting others see what she has been working on.
But the fairytale atmosphere and the wraparound narrative of relatable history can distract the first-time viewers and realize how much fun and esoteric visual references are hidden throughout the 3-minute ad.
Most of these Easter eggs are meant to subtly convey the character of Sofia, whom the creators, Apple's creative agency TBWA Media Arts Lab and the animation house Buck Productions wanted to imbue with unique personality instead of turning it into a generic figure. But some of the hidden images also offer intriguing looks in the creative minds behind the ad.
First of all, whether you've seen the ad or not, take a look here so it's fresh in your mind, then see how many of the details you noted below:
Before entering the list, we agree to omit the supreme logo on the back of Sofia's laptop, since it is too obvious to be considered an Easter egg. But it helps to quickly establish that this story takes place in the modern era and that the main character has interests in the vein of urban fashion.
1. DFA logo
The DFA Records logo, the label for LCD Soundsystem and more, is a sticker on the back of Sofia's laptop, placed to give an early idea of her musical tastes.
2. MOCA logo
One of the most prominent but somewhat cryptic decals on your laptop is for MOCA, the Museum of Contemporary Art in Los Angeles. The sticker is a sign of both the artistic interests of Sofia and a scream from the creative agency of the place, TBWA, based in Los Angeles. Media Arts Lab.
3. Lamp lit Prose poster
A poster with the cover of the album 2018 Lamp Lit Prose, from the experimental rock band Dirty Projectors, can be seen near Sofia's desk.
4. Flow status poster.
On his sofa there is a poster of the work of another 2018 album, Flow State, by the Australian singer-songwriter Tash Sultana.
5. Postcards of fine arts.
Sofia is not 100% dark and ultra modern in her artistic options. In his room, we also see postcards of Van Gogh's The Starry Night and The Great Wave of Kanagawa by Katsushika Hokusai.
6. Changing seasons
To show the time that passes in the course of the announcement, Sofia's wardrobe changes with the seasons. The creators of the ad looked at urban fashion trends and fashion magazines to be inspired by their different looks.
7. Sonic Youth T-shirt.
While it's not exactly hidden, Sofia's Sonic Youth shirt may not be on your first visit, especially since it's on the screen so briefly. The shirt is from the 1995 album Washing Machine, whose cover showed two young fans wearing the same shirt that Sofia wears in the ad. Why did the T-shirt precede the album itself? Because Sonic Youth had been playing with the idea of changing his name to Washing Machine, but then decided to simply make a title for the album (to the relief of his record label).
8. Sonic Youth T-Shirt (cont.)
The Sonic Youth shirt appears again in the next scene, covered on the back of a chair.
9. Bakery box.
The box where the mysterious creations of Sofia are kept is from the bakery where she works. In the bakery scene, you can see the same logo on the window and similar boxes around the store.
10. recurring characters
Sofia's coworkers at the bakery are the same couple who catch their paper at the end.
11. Nike OG Cortez
In the scene where Sofia closes the hooded sweatshirt over her face, the sneakers may notice that she is wearing a pair of Nike OG Cortez sneakers. a modern tribute to the 1967 revolutionary design of Nike co-founder Bill Bowerman, the Tiger Cortez. All products and trademark images in the advertisement were, of course, approved in advance with the owners of the intellectual property.
12. Billie Eilish's logo
In the scene at 1:25 looking out of Sofia's window, you can see the logo of the musician Billie Eilish (a black silhouette of a person leaning against a green background) on the wall behind her. Eilish, a 16-year-old rising star with more than 650 million YouTube views in his music, wrote the song "Come Out and Play" specifically for this ad.