Start Something New
Inspiring The World To Create Something New With an Apple Device.
Launched on New Year's Day, Start Something New was a global integrated campaign showcasing how artists worldwide were pushing the boundaries of what Apple products are capable of. For this campaign, my role was to curate the roster of artists and brief them to create something new with an Apple device that resonates with their artistic output. This was a highly curatorial effort that pulled on my experience as a designer and art director to be able to recognize and elevate talent and have an eye for curating unseen visuals.
The campaign featured 11 international artists—from Germany to Vietnam to Australia—creating everything from aerial photography and light drawings to fluid landscapes and nature illustrations using iPhones, iPads, Apple Pencil, and Macs. Apple retail stores worldwide were transformed into art galleries, displaying featured artwork in massive backlit LED panels. Free workshops—"Shoot More Artistic Photos with iPhone" and "Sketch, Draw, and Paint with iPad"—were offered in all Apple stores to inspire customers to explore their own creativity. Individual artist profiles and an online gallery allowed viewers to experience each piece and the inspiration behind it, while the App Store featured curated collections of apps used by the artists.
Technology: Featured products included iPhone 6s/6s Plus, iPad Pro, iPad Air 2, Apple Pencil, iMac, and Apple Watch. Artists utilized apps ranging from Procreate and Adobe Creative Suite to Darkroom and VSCO Cam. One artist, Darren Pearson, even integrated Apple Watch with iPhone 6s Plus to create light drawings.
Impact: Campaign launched across 19+ countries (U.S., Australia, Belgium, Canada, France, Germany, India, Italy, Japan, Netherlands, New Zealand, Philippines, South Korea, Spain, Sweden, Switzerland, U.K., Vietnam). Approximately 400 Apple stores worldwide featured campaign artwork. Special artist event held at NYC West 14th Street store with Tiffany Bozic, Jake Sargeant, William Hundley, Greg Barth, and Bernhard Lang. Press coverage: TechCrunch, Fast Company, MacRumors, Cult of Mac, AppleInsider, 9to5Mac, Mashable, Juxtapoz Magazine.
Role: Lead Creative, Artist Curation & Briefing, Concept Development, Art Direction
Effervescence "VIisualizing the Power of Gravity." Made with iPhone6s and Macbook Pro by Greg Barth