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Watch: Spike Jonze creates a surreal alternative reality in a new Apple HomePod advertisement

No, it’s not a music video for Anderson .Paak or FKA Twigs.

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Spike Jonze has a penchant for combining the surreal with dance and music to serve up striking films. Joining the Oscar-winning director’s showreel of unusual advertisements and music videos is a new short film (above) that is a psychedelic amalgamation of the two.

To be sure, the short film may seem like a music video for Anderson .Paak’s new single Til It’s Over. But actually it’s a clever advertisement for Apple’s HomePod, implying that the home assistant is capable of turning your life into an alternative reality existence straight out of something like Inception. That’s a lofty promise, but Jonze’s artful direction, combined with singer-dancer FKA Twigs’s dynamic prowess and dance skills, will have you convinced.

This advertisement seems to continue from where Jonze left off with earlier ad films he has made, such as those for Kenzo perfume (below) or Adidas (bottom).

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A special shade of blue inspired these musicians to create a musical piece

Thanks to an interesting neurological condition called synesthesia.

On certain forums on the Internet, heated discussions revolve around the colour of number 9 or the sound of strawberry cupcake. And most forum members mount a passionate defence of their points of view on these topics. These posts provide insight into a lesser known, but well-documented, sensory condition called synesthesia - simply described as the cross wiring of the senses.

Synesthetes can ‘see’ music, ‘taste’ paintings, ‘hear’ emotions...and experience other sensory combinations based on their type. If this seems confusing, just pay some attention to our everyday language. It’s riddled with synesthesia-like metaphors - ‘to go green with envy’, ‘to leave a bad taste in one’s mouth’, ‘loud colours’, ‘sweet smells’ and so on.

Synesthesia is a deeply individual experience for those who have it and differs from person to person. About 80 different types of synesthesia have been discovered so far. Some synesthetes even have multiple types, making their inner experience far richer than most can imagine.

Most synesthetes vehemently maintain that they don’t consider their synesthesia to be problem that needs to be fixed. Indeed, synesthesia isn’t classified as a disorder, but only a neurological condition - one that scientists say may even confer cognitive benefits, chief among them being a heightened sense of creativity.

Pop culture has celebrated synesthetic minds for centuries. Synesthetic musicians, writers, artists and even scientists have produced a body of work that still inspires. Indeed, synesthetes often gravitate towards the arts. Eduardo is a Canadian violinist who has synesthesia. He’s, in fact, so obsessed with it that he even went on to do a doctoral thesis on the subject. Eduardo has also authored a children’s book meant to encourage latent creativity, and synesthesia, in children.

Litsa, a British violinist, sees splashes of paint when she hears music. For her, the note G is green; she can’t separate the two. She considers synesthesia to be a fundamental part of her vocation. Samara echoes the sentiment. A talented cellist from London, Samara can’t quite quantify the effect of synesthesia on her music, for she has never known a life without it. Like most synesthetes, the discovery of synesthesia for Samara was really the realisation that other people didn’t experience the world the way she did.

Eduardo, Litsa and Samara got together to make music guided by their synesthesia. They were invited by Maruti NEXA to interpret their new automotive colour - NEXA Blue. The signature shade represents the brand’s spirit of innovation and draws on the legacy of blue as the colour that has inspired innovation and creativity in art, science and culture for centuries.

Each musician, like a true synesthete, came up with a different note to represent the colour. NEXA roped in Indraneel, a composer, to tie these notes together into a harmonious composition. The video below shows how Sound of NEXA Blue was conceived.

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You can watch Eduardo, Litsa and Samara play the entire Sound of NEXA Blue composition in the video below.

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To know more about NEXA Blue and how the brand constantly strives to bring something exclusive and innovative to its customers, click here.

This article was produced by the Scroll marketing team on behalf of NEXA and not by the Scroll editorial team.