The all-new intro sequence for Apple TV was made with practical effects and shot in-camera, Ad Age reports.

Rather than using digital techniques, the new sequence was made by shooting large glass versions of the ‌Apple TV‌ logo, with physical motion and changing lighting used to create effects. Apple partnered with TBWA\Media Arts Lab to create the intro.

Ad Age released an exclusive look brief behind-the-scenes clip showing some of that process, which was then shared on X:

The intro now plays…