Rebrand, TV, Digital OOH ... At TBWA/MAL
I had the opportunity to co-lead a pitch at Media Arts Lab for the Apple Music's business. At that time, Apple had 800 million subscribers, who were one click away from its music streaming trial. The goal was to double their subscriptions to compete with Spotify. However, new users found Apple Music confusing as it was housed within the iTunes App. To address this, Apple evolved the App, and its music note icon became the symbol of its music streaming service. We then created a global design system to expand the icon's meaning and showcase the wide range of content available on Apple Music. We collaborated with 72 musicians from different genres and styles to create bespoke artworks incorporating the iconic note at the center of each story. The goal was to give users a taste of what lay behind the icon and highlight the 45 million songs, playlists, videos, podcasts, and more available on the platform.