In 2024, I was contracted by the AppleCare+ Digital team to animate Product Detail Page videos to be placed on partners web pages. The goal of the project was to educate consumers on the support AppleCare+ provides while keeping the content fun and engaging. The AppleCare+ brand was undeveloped, so I worked closely with a contracted Art Director and the team’s Creative Director to develop a visual language that fit within the Apple brand system but could also be pulled apart to stand on its own. We worked with the inhouse writers to develop a modular script that could floated out to the lines of business (iPhone, iMac, AirPods, Apple Watch, & Beats) but also be customized to different regions of the world where different services are offered. I was primarily focused on the more heavy animated moments of 3D and 2D, but definitely used my production skills while passing the files off to our motion partners for localization.
I’ve included some BTS development of the Memoji 2D to 3D scenes I developed, originally we had them shatter but was revised to just falling upon request from the upper brand management.
Once we finished each :45 video for each product line. We handed our work off to the motion localization team and the video were converted to over 30 languages. We then were tasked with floating our work out to looping in-store display graphics.
The contracted Art Director and I were then tasked with developing short digestible social content that would serve as tutorials for AppleCare+ and possibly placed in brand awareness social campaigns. With the contracted Art Director’s witty stroytelling and my animation, we were able to carry over our developed brand language with the talking Memoji, chiclet emoji’s and dotted red circles. The AppleCare+ brand management loved our direction and is currently in review to be full developed.