Apple
Crafting a cinematic snapshot of the wonderful everyday, Owen Trevor Black invited us to help research, design and art direct the treatment for his Apple campaign. Leaning away from technical specifications and toward genuine human experience, this was a deck that required deep visual consideration, deviating dramatically from the typical tech campaign aesthetic.
To bridge the gap between playful moments of family connection and a premium tech identity, our studio designed a minimalistic deck using clean typefaces that closely mirrored Apple’s signature branding. To create an engaging visual rhythm, the layout contrasted rich, warm imagery and backgrounds against a clean white palette, punctuated by subtle yellow accents.
The visual research relied heavily on evocative human imagery focused on raw emotional expression and region-specific casting references. To better demonstrate the power of the iPhone's camera features, we embraced the grain and organic texture of real film, juxtaposing it with smoother, more cinematic references.
It is incredibly rewarding for our studio to see a treatment that was so beautifully intimate, yet grand in scope, come to fruition. Injecting the trademark heart and playfulness his work is known for, Owen perfectly grounds an advanced tech feature inside an authentic cultural celebration.