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2020 ADC Awards - Photography

AirPods Pro

Agency TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino

Client Apple, Inc.
BACK TO RESULTS

Annual ID

ADC_PHO20_026B

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 piece fit precisely into the architecture of the various media buys and retail spaces. This required us to reach out for the blueprints of every single location prior to us taking a single photo. From there, we created overlays for the camera’s monitor, so that we could guarantee the images would be an exact fit. Getting each dancer to move in ways that would show up graphically, fill the parameters of the space, and keep the ears in frame. It took over 30,000 photos to find the ones that worked best for each store. Making sure that every image would appear photo real when blown up to the massive scale we needed. Creating pixel perfect artwork that accented the immaculate architecture, while looking crisp when seen on ground level. The pieces went up overnight in 14 different markets. Coordinating the surprise launch of AirPods Pro simultaneously around the world.