March 2023 GloRilla
The ο£ΏMusic Up Next campaign features an up and coming artist monthly with out of home placements, and a paid social campaign. The idea is to tap into the artist persona to create a visually engaging piece of digital animation. With GloRilla my concept of gold-plated jewelry was selected out of multiple other directions because of how well it portrayed her confident, no-holds-barred style.
Collection of Fully Realized Existing Design
In order for this to work, the rendition of the gold would have to be believable. The examples shown here served as inspiration for what would be our final render, with GloRillaβs actual jewelry serving as the visual reference. The final design would also harmonize perfectly with the gold-plated bike that she is holding in the final photo selection.
Final Design
With the advantage of digital animation billboard placement, the gold also comes to life drawing even more specific attention to the artist and music service.
May 2023 Saint Harison
For the month of May, we focused on a new artist, Saint Harison. For this musician, the art direction was to lean into the feel of a staticky, old tech, crt-style screen.
Static Motion Design Resourcefulness
I had previously created a concept for the Apple Arcade campaign that ended up not getting utilized. I shared this design with the team to create a jumping off point to re-iterate this feel for Saint Harison. This ability to reappropriate under-utilized work for multiple applications shows the creativity and resourcefulness that is required in an art director.
Building Composition based of Photo Select
I was also tasked with refining the composition in order to place the Apple Music word mark in a way that didnβt distract from the artist, but still drew the attention of the viewer.
The artist team was insistent upon this particular shot, so working with the placement of the vision was a challenge. This required not only photoshop-style layer separation skills, but also visual composition understanding as well.
Final Design
When all of the elements an preparation come together, the result is a work that engages the viewer and sparks interest in their works as well as Apple Music service as a whole