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 came on board to direct, design and provide post-production on the launch film. A great opportunity and a pretty huge result given the very tight 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 / Jay-Z collab also meant both artists entered the approval mix. A little touch of hip-hop celebrity for this project – rad!

We kept the concept simple – a dancer entering her own space of 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 HAD to be crisp and clear, problematic in achieving a truly integrated composite, whilst also having the dancer being immersed in a cloud like technological space made up of dots and grids reflecting the iTunes Radio logo.

To explore something different we partnered with our old mate Ruffmercy for some beautiful hand drawn overlay & animation.

This project was originally created in 2014, only now can we share it.