 App Store / Best of 2019

Fans take center stage to celebrate the year’s best apps and games.

For this project we were tasked with bringing some humanity to the marketing for Apple’s annual Best of Apps & Games celebration. Past campaigns featured glossy design, but didn’t provide context why they were selected to be winners.

So to make that connection we looked to the fans.

We dug deep to find fan reviews for each App and Game that spoke to its most emotive qualities and also coincided with why it was chosen as a winner. Our campaign line said it all: Loved by You. Awarded by us.

This global campaign featured eight :15 films localized for several markets and published across Apple’s social media and the App Store. The best fan reviews we found were paired with live gameplay and screen recordings of app highlights. We also created a slick animated visual mnemonic that tied the content we created into the App Store icon. In the end our client was so pleased they bought an additional :60 film to hero the entire program. (featured above)

We also had the opportunity to shoot some stunning long exposure photography on an iPhoneX Pro using the App Spectre - a winner in the photography category.

The campaign was even adapted for a surprise event in NYC to celebrate the creators of the winning apps for their much loved work.

Role: Creative Direction
Created in partnership with AKQA