AirPods Pro provide the ability to switch between noise cancellation mode and transparency mode (in which environmental sounds are heard). The challenge was to tell this complex story in a beautiful, simple way that communicates how the technology works, but also how it feels. The website marries product art direction, lifestyle art direction, diagrammatic elements and typography in a graphic design system that is born out of product truth. Light and shadow are used as a metaphor for sound and silence (how it feels) while illustration telegraphs how the tech works.