When Apple decided to enter an already crowded market with their TV+ streaming service, the strategy was to differentiate based on quality rather than quantity – while other services boasted about a growing amount of content and variety of genres, Apple focused on the caliber and critical acclaim of its films and series.
Traditional marketing of entertainment properties entails creating unique campaign messaging and look & feel for each title. However, my team was tasked with promoting Apple’s launch and initial content while strictly adhering to global brand guidelines used across all of their services, hardware, and software marketing.
Combined with new video capabilities of large-scale digital signage, we developed a creative approach that relied heavily on rotoscoping and other motion techniques to add distinction. The end result was familiarly Apple, but the eye-catching content felt unique and drove successful campaigns as the TV+ service continued to grow.
