# Apple — Intention

A 91-second kinetic type film with no voiceover. Short lines of small type and black dots and lines, set against light and dark backgrounds, build a manifesto about designing with intention and end on 'Designed by Apple in California'.

- Code: BR-0046
- Kind: Brand film
- Format: Kinetic type film
- Brand: Apple
- Length: 91.0s · 28 beats · 18.5 beats/min · 5 hard cuts
- Industry: Consumer electronics, Design tools
- Style: Kinetic type, Minimal, Monochrome, Morph transitions, Music-led, No voiceover, Slow and deliberate, Premium
- Original: https://www.youtube.com/watch?v=LcGPI2tV2yY
- Full breakdown: https://cutmap.co/v/apple-intention

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/apple-intention.