ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Art Direction - Press / Poster / Poster Advertising - Campaign
Annual ID
ADC_ADV20_005S
About the Work
Historically, Apple only launches new products at its Keynote events. For AirPods Pro, however, we wanted to do something different. Images of people lost in the music while listening to AirPods Pro; our goal was to capture the freedom of movement, while ensuring that each dancer fit perfectly into the architecture of the various media spaces. This required us to reach out for the blueprints of every single media buy prior to us taking a single photo. It took over 30,000 photos to find the ones that worked best. Making sure that every image would appear photo real when blown up to the massive scale we needed. Some so big they required the largest off-board extensions in the world. We even created bespoke backgrounds for each location to seamlessly match the surrounding environments. The pieces went up overnight in non-traditional media spaces all across the globe. No logo. No product. Just perfectly crafted works of street art. Then, after days of speculation the surprise was revealed, as “AirPods Pro” was put up on the boards and the product itself was placed inside the dancer’s ears. A completely different approach for an Apple product launch, but one that yielded incredible results.
2020 Awards
Total Points: 15
Silver Cube
Credits
Agency
TBWA\Media Arts Lab / Los Angeles
Client / Brand
Apple / Cupertino
Production Company
BeGrizzlee
Media Company
OMD
Chief Creative Officer
Brent Anderson
Executive Creative Director
Geoff Edwards
Executive Producer
Chris Perry
Music Supervisor
Jessie Kalikow
Sarah McMullen
Producer
Tana Bertino
Senior Art Director
Matt Paterno
Senior Copywriter
Parker Adame
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