iPad’s versatility is what makes it not only a great computer but the perfect on-the-go companion. Our challenge was to make our audience understand how surprisingly capable the product is, focusing on two key audience segments; PC Upgraders and Lapsed Owners.

iPad’s versatility is what makes it not only a great computer but the perfect on-the-go companion. Our challenge was to make our audience understand how surprisingly capable the product is, focusing on two key audience segments; PC Upgraders and Lapsed Owners.

iPad’s versatility is what makes it not only a great computer but the perfect on-the-go companion. Our challenge was to make our audience understand how surprisingly capable the product is, focusing on two key audience segments; PC Upgraders and Lapsed Owners.

iPad’s versatility is what makes it not only a great computer but the perfect on-the-go companion. Our challenge was to make our audience understand how surprisingly capable the product is, focusing on two key audience segments; PC Upgraders and Lapsed Owners.

iPad’s versatility is what makes it not only a great computer but the perfect on-the-go companion. Our challenge was to make our audience understand how surprisingly capable the product is, focusing on two key audience segments; PC Upgraders and Lapsed Owners.

As a Marcom team member, I led the end-to-end motion design process, from concept to motion specs.

As a Marcom team member, I led the end-to-end motion design process, from concept to motion specs.

As a Marcom team member, I led the end-to-end motion design process, from concept to motion specs.

As a Marcom team member, I led the end-to-end motion design process, from concept to motion specs.

As a Marcom team member, I led the end-to-end motion design process, from concept to motion specs.

Apple  

Apple 

Apple 

Apple  

Apple 

Do more on iPad

Do more on iPad

Do more on iPad

Do more on iPad

Do more on iPad

The new range of iPad combines tremendous capabilities, versatility and unmatched ease of use. We wanted to excite and inspire potential buyers by showing the iPad in contexts that they never assumed before and unlock new creative possibilities.

The new range of iPad combines tremendous capabilities, versatility and unmatched ease of use. We wanted to excite and inspire potential buyers by showing the iPad in contexts that they never assumed before and unlock new creative possibilities.

The new range of iPad combines tremendous capabilities, versatility and unmatched ease of use. We wanted to excite and inspire potential buyers by showing the iPad in contexts that they never assumed before and unlock new creative possibilities.

The new range of iPad combines tremendous capabilities, versatility and unmatched ease of use. We wanted to excite and inspire potential buyers by showing the iPad in contexts that they never assumed before and unlock new creative possibilities.

The new range of iPad combines tremendous capabilities, versatility and unmatched ease of use. We wanted to excite and inspire potential buyers by showing the iPad in contexts that they never assumed before and unlock new creative possibilities.

Design process 
Explore. Reframe. Prototype.

Design process
Explore. Reframe. Prototype.

Design process. 
Explore. Reframe. Prototype. 

Design process 
Explore. Reframe. Prototype.

Design process 
Explore. Reframe. Prototype.

The process was fun and simple. The new Apple Pencil opened up new possibilities for us. We started to unleash our creativity, by quickly sketching out a few concepts and checking together what worked.

The process was fun and simple. The new Apple Pencil opened up new possibilities for us. We started to unleash our creativity, by quickly sketching out a few concepts and checking together what worked.

The process was fun and simple. The new Apple Pencil opened up new possibilities for us. We started to unleash our creativity, by quickly sketching out a few concepts and checking together what worked.

The process was fun and simple. The new Apple Pencil opened up new possibilities for us. We started to unleash our creativity, by quickly sketching out a few concepts and checking together what worked.

The new range of iPad combines tremendous capabilities with unmatched ease of use and versatility. By showing all its features at the right moment, we wanted to excite and inspire people to engage with their every-day-work and unlock new creative possibilities.

Copywriters, experience, visual and motion designers sat down and talked through every conceivable scenario by mapping out every contextual story possible.

Copywriters, experience, visual and motion designers sat down and talked through every conceivable scenario by mapping out every contextual story possible.

Copywriters, experience, visual and motion designers sat down and talked through every conceivable scenario by mapping out every contextual story possible.

Copywriters, experience, visual and motion designers sat down and talked through every conceivable scenario by mapping out every contextual story possible. 

Copywriters, experience, visual and motion designers sat down and talked through every conceivable scenario by mapping out every contextual story possible.

Happy with our routes, we invited three illustrators, with three different styles to concept our ideas. Day-by-day we reframed our scenarios and crafted our illustrations, in order to find the perfect style for the campaign.

Happy with our routes, we invited three illustrators, with three different styles to concept our ideas. Day-by-day we reframed our scenarios and crafted our illustrations, in order to find the perfect style for the campaign.

Happy with our routes, we invited three illustrators, with three different styles to concept our ideas.
Day-by-day we reframed our scenarios and crafted our illustrations, in order to find the perfect style for the campaign

Happy with our routes, we invited three illustrators, with three different styles to concept our ideas. Day-by-day we reframed our scenarios and crafted our illustrations, in order to find the perfect style for the campaign.

Happy with our routes, we invited three illustrators, with three different styles to concept our ideas. Day-by-day we reframed our scenarios and crafted our illustrations, in order to find the perfect style for the campaign.

Looking at our digital experience, we designed first the movement of simple lines to create the foundations of the campaign. The hand sketches helped us build an end to end narrative, while the digital prototypes served to validate the story.

Looking at our digital experience, we designed first the movement of simple lines to create the foundations of the campaign. The hand sketches helped us build an end to end narrative, while the digital prototypes served to validate the story.

Looking at our digital experience, we designed first the movement of simple lines to create the foundations of the campaign. The hand sketches helped us build an end to end narrative, while the digital prototypes served to validate the story.

Looking at our digital experience, we designed first the movement of simple lines to create the foundations of the campaign. The hand sketches helped us build an end to end narrative, while the digital prototypes served to validate the story.

Looking at our digital experience, we designed first the movement of simple lines to create the foundations of the campaign. The hand sketches helped us build an end to end narrative, while the digital prototypes served to validate the story.

We analysed numerous motion tests from low to high fidelity, ensuring the brush felt natural and responsive, but also interactive and fun. 

With bespoke type and illustrations, we created a graphical language that expressed all the optimism
and attitude that’s true to iPad.

We ran numerous motion tests from low to high fidelity ensuring the brush felt natural and responsive, but also interactive and fun.

With bespoke type and illustrations, we created a graphical language that expressed all the optimism and attitude that’s true to iPad.

We ran numerous motion tests from low to high fidelity ensuring the brush felt natural and responsive, but also interactive and fun.

With bespoke type and illustrations, we created a graphical language that expressed all the optimism and attitude that’s true to iPad.

We ran numerous motion tests from low to high fidelity ensuring the brush felt natural and responsive, but also interactive and fun.

With bespoke type and illustrations, we created a graphical language that expressed all the optimism and attitude that’s true to iPad.

We ran numerous motion tests from low to high fidelity ensuring the brush felt natural and responsive, but also interactive and fun.

With bespoke type and illustrations, we created a graphical language that expressed all the optimism and attitude that’s true to iPad.

To make our audiences reconsider what an iPad is for, we visualised its versatility by framing it within various contexts. We crafted our illustrations to help users quickly recognise the many roles the iPad could play, from doing your day job using MS Office to creating art on the weekend.

To make our audiences reconsider what an iPad is for, we visualised its versatility by framing it within various contexts. We crafted our illustrations to help users quickly recognise the many roles the iPad could play, from doing your day job using MS Office to creating art on the weekend.

To make our audiences reconsider what an iPad is for, we visualised its versatility by framing it within various contexts. We crafted our illustrations to help users quickly recognise the many roles the iPad could play, from doing your day job using MS Office to creating art on the weekend.

To make our audiences reconsider what an iPad is for, we visualised its versatility by framing it within various contexts. We crafted our illustrations to help users quickly recognise the many roles the iPad could play, from doing your day job using MS Office to creating art on the weekend.

To make our audiences reconsider what an iPad is for, we visualised its versatility by framing it within various contexts. We crafted our illustrations to help users quickly recognise the many roles the iPad could play, from doing your day job using MS Office to creating art on the weekend.

Landing Page

Landing Page

Landing Page

Landing Page

Landing Page

The motion language takes on an 'organically familiar form' which gives that same sense of serenity and fun while helping to pull focus to the iPad capability. Colours and textures are not only subtle and quiet; they add a little futurism to the overall experience – showcasing how iPad excels as a computer for life’s everyday needs.

The motion language takes on an 'organically familiar form' which gives that same sense of serenity and fun while helping to pull focus to the iPad capability. Colours and textures are not only subtle and quiet; they add a little futurism to the overall experience – showcasing how iPad excels as a computer for life’s everyday needs.

The motion language takes on an 'organically familiar form' which gives that same sense of serenity and fun while helping to pull focus to the iPad capability. Colours and textures are not only subtle and quiet; they add a little futurism to the overall experience – showcasing how iPad excels as a computer for life’s everyday needs.

The motion language takes on an 'organically familiar form' which gives that same sense of serenity and fun while helping to pull focus to the iPad capability. Colours and textures are not only subtle and quiet; they add a little futurism to the overall
experience – showcasing how iPad excels as a computer for
life’s everyday needs.

The motion language takes on an 'organically familiar form' which gives that same sense of serenity and fun while helping to pull focus to the iPad capability. Colours and textures are not only subtle and quiet; they add a little futurism to the overall experience – showcasing how iPad excels as a computer for life’s everyday needs.

Platforms and Socials

Platforms and Socials

Platforms and Socials

Platforms and Socials

Platforms
and Socials

We developed a design language to support the experience across all media. Having also the opportunity to capture attention within the Partner sites, our animated illustrations were used on multiple touchpoints including print, digital, and socials. 

We developed a design language to support the experience across all media. Having also the opportunity to capture attention within the Partner sites, our animated illustrations were used on multiple touchpoints including print, digital, and socials. 

We developed a design language to support the experience across all media. Having also the opportunity to capture attention within the Partner sites, our animated illustrations were used on multiple touchpoints including print, digital, and socials. 

We developed a design language to support the experience across all media. Having also the opportunity to capture attention within the Partner sites, our animated illustrations were used on multiple touchpoints including print, digital, and socials. 

We developed a design language to support the experience across all media. Having also the opportunity to capture attention within the Partner sites, our animated illustrations were used on multiple touchpoints including print, digital, and socials.