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
Products / Commercial / Series
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.
2020 Awards
Total Points: 10
Bronze 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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