"Apple has created its new Apple TV+ streaming service introduction using entirely practical effects and in-camera techniques, drawing a sharp contrast with Coca-Cola's decision to produce its 2025 Christmas advertisement using artificial intelligence, according to Unilad Tech. What's happening? The tech company released behind-the-scenes footage showing how its creative team built and filmed the Apple TV+ logo sequence by hand rather than generating it digitally."
"Adopting AI-generated content instead of traditional production removes jobs across the entertainment industry, affecting cinematographers, directors, editors, set designers, costume specialists, and many other professionals. Beyond its impact on creative workers, AI's environmental footprint includes dirty gas pollution from computing, energy and water consumption, mineral extraction, pollution, and electronic waste. Data centers consumed 4.4% of U.S. electricity in 2023. AI-related infrastructure may soon consume six times more water than Denmark, creating additional strain on resources."
Apple created the Apple TV+ logo sequence using entirely practical effects and in-camera techniques, relying on physical materials, practical lighting, and traditional cinematography. Behind-the-scenes footage shows the creative team built and filmed the logo by hand rather than generating it digitally. Coca-Cola produced its 2025 Christmas advertisement using artificial intelligence for a second consecutive year and defended the choice as technological inevitability. Concerns center on job losses across entertainment professions — including cinematographers, directors, editors, set designers, and costume specialists — and on AI's environmental footprint from computing pollution, energy and water use, mineral extraction, and electronic waste.
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