In fall of 2017, we released the Apple TV 4K. I had worked on the TV for the last two updates and was ready to try some different approaches and lighting techniques this time. I wanted to try and make the product photography more immersive by having the screen color spill onto the surroundings and light of the walls. The result was one that put the focus on the product and the experience that Apple TV offers.
Apple TV family page
The Process
These are a sample of the untouched images we captured for this project. Rather than use images of rendered TVs as we had in the past, we wanted to bring people into the frame this time around. We also wanted to use bias lighting behind the tv to match the colors on the screen. We originally hoped to create this lighting effect in browser, but were unable to find a way to make it happen without sacrifices to load times and scroll jitter.
Final Images
For the final retouched images we were asked to swap out the TV stand. And we adjusted the lighting to match our final UI screens. The edges were also darkened to hide the edges to allow for seamless transitions between sections.
Initial concept pitch
Credits:
Davy Rudolph Art Director / Lisa Gee Asso. Design Director / Nick Jones Creative Director / Lucia Calvo Designer / Ian Sizto Front-end Dev / Paul Carek Creative Director (Copy)