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 towards 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 against a crisp, clean white palette, punctuated throughout by subtle, golden-yellow accents and generous negative space that allowed the visuals in each layout ample room to breathe. Rather than presenting as a traditional commercial deck, our design choices led to a look that was more reminiscent of a thoughtfully curated photo album.
The visual research process relied heavily on sourcing evocative human portraiture focused on raw emotional expression, unscripted movement, and authentic, region-specific casting references. Rather than relying solely on crisp digital imagery to demonstrate the power of the iPhone's camera features, we deliberately embraced the tactile grain and organic warmth of real 35mm film, seamlessly juxtaposing it with sleeker, high-production cinematic frames to highlight the device's versatile visual capabilities, emotional depth and artistic potential.
Ultimately, it is deeply rewarding for our creative studio to see a treatment deck that began as such an intimate, handcrafted concept come to life on a grand global scale. Injecting the trademark heart, subtle visual humour, and joyful, spontaneous playfulness his directorial work is celebrated for, Owen beautifully grounds an advanced mobile tech feature directly inside an authentic, vibrant, and culturally rich celebration of life.