Apple

Music

Media Arts Lab
Los Angeles

background & objective 

With an opportunity to create a global brand campaign for Music, we wanted a new visual language to be established. The main purpose was to unify all visual elements of Music and communicate its service clearly, the resulting campaign we created is called 'Music Note.'  Our goal was to celebrate the wealth of Music's content through a dynamic visual language.

my role

My role on this project was to create a visual style for six unique artists and unite their style with the Apple Music brand.
I carefully planned the aesthetics for each artist, using textures and materials found in their music videos to design a music note specifically for them. By creating a narrative for each musical note and artist, I wanted to highlight the range of music available on Music. I created this concept and the designs, and worked with a U.S. animation agency, BUCK, to finalize its execution.

 

category

 

Campaign

 

TVC

 

Outdoor

artist

A-Lin

artist

A-Lin

background
This newly released track of A-lin's is an emotional song that is about a relationship.

idea
I used a clip of her music video that shows Chinese characters on a rusty billboard as the inspiration for her Music Note.
The characters featured on the billboard refer to her feelings and the rust reminds us of times gone by, giving the finalized music note a romantic nostalgic feel.


background
This newly released track of A-lin's is an emotional song that is
about a relationship.

idea
I used a clip of her music video that shows Chinese characters
on a rusty billboard as the inspiration for her Music Note.
The characters featured on the billboard refer to her feelings
and the rust reminds us of times gone by, giving the finalized
music note a romantic nostalgic feel.

 

a-lin album_2_crop
alin-mv_1
a-lin scene

artist

LION

artist

LION

background
Lion is a new band, but it is well-known because of its lead singer, Jam Hsiao, who is already quite famous.

idea
I used a scene from a Lion music video that shows Jam playing a pian amongst a dark background.
To match this simple atmosphere, I created the music note out of a headphone to connect to listeners who like to deeply concentrate on the music they're listening to.
Likewise, the headphones connect to Jam Hsiao, who often uses them to compose music.


background
Lion is a new band, but it is well-known because of
its lead singer, Jam Hsiao, who is already quite famous.

idea
I used a scene from a Lion music video that shows Jam
playing the piano amongst a dark background.
To match this simple atmosphere, I created the music note out
of a headphone to connect to listeners who like to deeply concentrate on the music they're listening to.
Likewise, the headphones connect to Jam Hsiao, who often
uses them to compose music.


Lion album_3
lion-mv_2
lion scene

artist

Li Ronghao

background
Li Ronghao is known for creating pop songs mixed with Chinese musical instruments. 

idea
I chose to highlight this mix of pop and Chinese traditional music, by creating a note featuring a Chinese opera headdress with the music note made from its tassel.

 

background
Li Ronghao is known for creating pop songs mixed with Chinese musical instruments. 

idea
I chose to highlight this mix of pop and Chinese traditional music, by creating a note featuring an Chinese opera headdress with the music note made from its tassel.

 

lironghao_qunzi_2
lironghao_qunzi_beijing-opera
lironghao scene

artist

Khalil Fong

background
Working on the Khalil Fong music note was a unique challenge because his record label only provided us with a photo. That means we had to get creative.

idea
Using the provided photo, which featured the artist in front of a dark background, I designed a lighting effect animation that formed the music note on the screen.

 

khalil photo_crop
Khaili Fong scene
hali scene

artist

Will Pan

artist

Will Pan

background
Will pan’s new album theme is about aliens.

idea
I chose a scene from the music video showing him being sucked into a UFO. In the video, he is taken to another planet, which is dry and full of rocks. 
Thus, to symbolized the texture of the new planet he has been brought to, I created the music note out of stone.

 

background
Will pan’s new album theme is about aliens.

idea
I chose a scene from the music video showing him being sucked into an UFO. In the video he is taken to another planet, which is dry and full of rocks. 
Thus, to symbolized the texture of the new planet he has been brought to, I created the music note out of stone.

 

Will pan album_1
will-pan_mv_1
will pan scene-sharper

artist

Stephanie Sun

background
Stephanie Sun's new song is called ' Dancing Van Gogh' and the music video shows her dancing in the rain.

idea
So that the music note seamlessly matched the video, I decided to make the note out of water.

 

background
Stephanie Sun's new song is called ' Dancing Van Gogh' and the music video shows her dancing in the rain.

idea
So that the music note seamlessly matched the video,
I decided to make the note out of water.

 

stephanie album_1
stephanie-sun-mv_1
stephanie scene
MUSIC-Toolkit (11.8)
MUSIC-Toolkit (11.8)
MUSIC-Toolkit (11.8)
MUSIC-Toolkit (11.8)
MUSIC-Toolkit (11.8)
MUSIC-Toolkit (11.8)