Working with Pulse Films director Colin Read, CD Will Johnson and the Scholar crew return to the Made on iPad pipeline with this hand-animated guide to the three phases of a breakup as experienced by singer-songwriter Maren Morris.

Scholar CD Will Johnson: “Having been deep in Made On iPad territory in 2021 with Olivia Rodrigo’s ‘Brutal’, we were raring to go as soon as Apple reached out. In the video, each stage of dealing with a breakup (grief, anger, and peace) has its own theme: water, fire, and flowers.

“This project was a challenge in terms of workflow, timeline, and creative conceptual thinking. Our goal was to capture Maren’s emotional journey with only our animated additions, carrying the viewer through each loop of footage with a new evolution of metaphorical visuals.

“Working exclusively on iPad for animation, our team used the FlipAClip app for every frame of this piece, exporting image sequences to our compositor to pull the final film together. Honing our workflow throughout the experimental process, we truly poured our hearts and souls into this project both technically and creatively.”
 

 
Client: Apple

Agency: TBWA\Media Arts Lab

Production: Pulse Films
Director: Colin Read

Design/animation: Scholar
Creative Director: Will Johnson
Art Director: Danni Fisher-Shin
Lead: Irma Hasanic
Chapter Leads: Madison Ellis, Zach Herdman, Amy Wallace
Managing Executive Producer: Kirsten Noll
Executive Producer: Antonio Hardy
Head of Production: Nicole Smarsh
Sr Producer: Christina Yiallouris
Associate Producer: Nicole Gutzmann
Designer/Cel Animator: Alex Bernas, Jessica Buck, Kiron Robinson, Geo Barnett, Barbara Benas, Dennie Bright, Gerald Ding, Taik Lee, Aivy Nguyen, Lana Simanenkova, Tahj Stover, Camille Vincent, Khylin Woodrow
Flame Artist: Dae Kang
Teaser Editor: Dannette Mehalik

Edit: Whitehouse Post
Producer: Annie Maldonado
Editor: Charlie Harvey
Assistant Editor: Taylor Schwartz

Color: Company 3
Colorist: Matt Osborne

Music: Zedd, Maren Morris & Beauz “Make You Say”
Label: UMG (on behalf of UMGRI Interscope)