In an unprecedented move, Apple allowed Apple Marketing Australia/NZ in conjunction with iTunes Radio Australia/NZ to explore some visuals for the launch of iTunes Radio in the Asia/Pacific region. Apple approached our good friends at MKB Creative to develop this launch campaign and we cam on board to direct, design and provide post-production on these launch film pieces. A great opportunity and a pretty huge result given the turnaround time. The project needed input and approval from Apple HQ and Beats HQ and included Tim Cook & Dre on the sign-off. The prescribed track - a Just Blaze remix of a JayZ track also meant both Blaze and JayZ entered the approval mix. A little touch of celebrity for this project - ha!
We kept the concept simple - a dancer entering her own space for expression, enabled by the music she accessed through iTunes Radio. The client had responded to an older piece of ours - Future Proof, and wanted something similar, brought into the iTunes Radio and Beats brand space. Graphics were required to be crisp and clear, so an integrated composite was off the cards, though it was desired by the client to be immersed in a cloud like technological space made up of circle reflecting the iTunes Radio logo.
To explore something different we partnered with our old mate Ruffmercy for some beautiful hand drawn overlay.
Client: Apple / iTunes Radio Asia-PAcific
Agency: MKB Creative
Agency CD: Megan Brown
Agency Producer: Brittney Stovin-Bradford & Rosey-Lou Brown
DP: Emilio Abbonizio
Director: Kin
Edit: Kin
3D: Tim Clapham / Luxx
Grade: Matt Fehrenbach
Graphic Overlay and Animation: Ruffmercy