Apple

AppStore

One video for the App Store that became a couple of years of work.

Client: Apple
Scope: Creative direction, strategic design, video, social
Support: Squad 47 Films

Fig. 01Awards announcement

The story

The App Store needed a video to announce the 2023 App Store Awards. One video. That was the entire brief.

What we made

We made the video. Then we made everything that came out of it.

The concept we landed on got nicknamed the dancing chiclet, which is usually a sign an idea is working, and it turned out to travel further than a single announcement. It carried across App Store and Apple Arcade in video and in digital marketing.

Fig. 02App Store

Fig. 03Apple Arcade

Fig. 04Digital marketing

Fig. 05Digital marketing

Fig. 06Video

Fig. 07Video

The outcome

The one-off became a series. Applied across digital marketing, the work drove a 35% increase in engagement.