Once upon a time in London, I served as Head of Design for the digital department at Media Arts Lab (MAL), the branch of TBWA that Lee Clow founded in 2006 as a dedicated creative agency exclusively for Apple. During my time there, I had the opportunity to work alongside some of the best creative programmers in the industry and to contribute directly to creating iconic global campaigns for one of the world’s leading brands.
I SEE 5C
The launch of the iPhone 5c marked Apple’s first-ever social media campaign, featuring a hub on Tumblr that showcased a series of animated videos celebrating the phone’s colorful, quirky personality.
Here are a few of my favorites from those I animated. They never saw the light of day, most likely due to IP clearance issues, but I still love how they came together.
ITUNES FESTIVAL 2014
The iTunes Festival – later known as the Apple Music Festival – was a series of music shows hosted by Apple in London and Austin, TX. What made it special was that Apple streamed each show via iTunes, requiring users to install the app on their computer or phone. For the 2014 installment, we proposed a hub to bring the entire festival experience online.
In the month leading up to the festival the hub would show highlights from previous editions.
Announcing each artist confirmed for the festival was a major PR move for the brand and drove massive traffic to the site. Since tickets to the shows were free, people only needed to apply for them. An easily accessible, dynamic calendar kept visitors returning to the site to check for the latest announcements and apply for tickets.
When scrolling down the landing page users could get some context about the venue, the historic Roundhouse in London.
Once the festival kicked off in September, shows would be streamed directly from the hub. We also implemented a real-time social stream that could be accessed alongside the live show video.
As users scrolled down to view contextual information about the artist, the live show remained on screen.
For the digital campaign we had a very simple idea yet a challenging technical execution: having the banners connect live with the festival's broadcast. The final product makes the experience feel seamless.
24:24
There were plans to expand the iTunes Festival into a global, one-day event under the new Apple Music brand. To bring this vision to life, we proposed an immersive online experience that would allow audiences to virtually attend 24 live shows across the world in 24 hours.
Created at MAL with Andy Richmond, Matt Smart, Ben Fone, Drummond Pearson, Luke Martin, Paris Forsyth, Khori Walker and Brendan Marriott.
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