In a world of Netflix and chill, Apple wanted to celebrate the movies that have the power to make us feel. To do that we developed a visual design system based off of the classic filmstrip and applied it to executions across film, print, banners and OOH for the largest iTunes Movies campaign to date.

Phase one of the campaign was led by an emotionally charged 30-sec spot featuring Oscar nominated movies. This was supported by a series of 15-sec pre-roll videos in addition to print ads in Vanity Fair, Entertainment Weekly, The Hollywood Reporter and People Magazine. We created large format OOH throughout Los Angeles and we made a billion banners and takeovers for sites like RollingStone.com, EW.com, Vogue.com and Flipboard.

For phase two, we wrapped up the campaign with a huge play for the much hyped Star Wars: The Force Awakens, creating high-impact work for pre-roll; digital Times Square takeover; and premium print spreads in Vanity Fair which featured not only iTunes Movies, but Apple News and Apple Music spreads as well.

Pre-roll reel:

Star Wars Campaign:

A Times Square billboard:

Print and OOH:

And 3 spreads in the Oscar edition of Vanity Fair: