For the LOVE of Music by Apple.

BACKGROUND

When Apple asked their creative agency of record TBWA\Media Arts Lab to help launch Apple Music in a big and loud kind of way, the digital team at MAL was tasked with defining the role and look of Apple.com/music. Here is what we developed and pitched Apple. Featuring the dedicated home for everything Apple Music, iTunes, and Beats on apple.com.

OBJECTIVE

Bring the entire universe of Apple Music to life on Apple.com (music events, Beats by Dre products, branded content, and what's trending on iTunes).

CHALLENGE

We’re launching a new digital music product in an already crowded market, where many believe content should be free.

OPPORTUNITY

We need to get listeners to pay for or switch to our service by proving it’s got something they truly value—something powerful, true, and entirely new.

MY ROLE & RESPONSIBILITIES

• Project lead - managed internal reviews and client presentations

• Developed content and UX strategy to feature the right content and experiences

• Co-led the UX and creative development, and co-supervised animations and video production with the creative lead

ACHIEVEMENTS

• Produced a pitch video in less than 2 weeks (including weekends and nights) that won the hearts of the executives at MAL and Apple + Beats

• Co-presented the work with the Creative Director to Lee Clow (TBWA’s Chairman)

INSIGHT

Apple Music is a living, breathing music destination. The place to experience new music and new ways to experience music.

STRATEGY

This is a hub—a destination—alive, and always on. You don’t come here just to listen. You come here to feel it.

REASON TO BELIEVE

On top of the biggest catalog and best interface, we have presence. Live stations, well-known DJs, artists as curators, content, and a living, thriving community of artists and fans.

PROJECT OVERVIEW

We knew we had to deliver a spectacle only Apple can. We also knew that the online hub for everything Apple Music had to feel alive and deliver an exciting experience people want to go back to. I served as the brand director, project lead, and content strategist. Below is the pitch video. Please email me for access.