Just a few weeks ago Apple opened its annual Worldwide Developers Conference with Intention – a 1.5 minute movie composed of a series of simple written phrases and piano music set to an elegant choreography of animated lines and dots. While the ‘Intention’ of the movie was to convey a fortune 500 company’s carefully managed public ethos, its message – like any great message – is a universal one and one I suspect will especially hit home with designers and design lovers alike. Take it in and enjoy.

Intenion is a collaboration between Apple, TBWAMedia Arts Lab advertising agency and Buck production and animation studio.

Video via YouTube