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Apple – The Lost Voice

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Taking the theme of a bedtime story and imbuing it not only with feels but also a powerful statement about their latest technological marvel, Apple's latest slice of content is a wonderful piece of storytelling.

Created by the in-house creative team, The Lost Voice is essentially a Where The Wild Things Are-esque fairy tale filled with a kooky cast of characters and an endearing lead. However the distinction of the piece is in its narration; the voice provided being that of Dr. Tristram Ingham, an associate professor of epidemiology and a disability advocate from Wellington, New Zealand who suffers from facioscapulohumeral muscular dystrophy which, ultimately, will lead to an inability to speak.

Because of this, Apple's iOS17 'Personal Voice' software - an is-it-code-or-is-it-magic tool that uses 150 spoken phrases to replicate the user's voice accurately - was used to create the VO heard throughout. In the motif of reading his daughter a bedtime story. Yes, we're crying too...

All of this is wonderfully rendered by Hungry Man's Taika Waititi, utilising some glorious physical effects and locations to create a tactile, taginble world; a smart counterpoint to the mystical technology being showcased.

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