A very different approach for Apple turns the App Store, A, logo into a portal that opens a multi-universe of 16 app categories – all show graphically with a bouncy music underlay.

The Japanese campaign features prominent Japanese artists such as manga artist, Chika Umino (March Comes in Like a Lion), as well as Chalkboy, Hikaru Ichijo, POOL and Haruko Hayakawa. The campaign also stars popular characters from apps such as Pokémon Sleep, LINE, Chiikawa Pocket, Royal Kingdom, and Battle Cats.

The three films are set to the unreleased track, Fashion, from K-pop supergroup IVE, whose lyrics reflect on new beginnings and personal style.

The campaign includes a DOOH installation at Shibuya Station, where travellers are introduced to the many app universes, TV, digital, social media, and OOH/DOOH in Japan.

Credits: 
Agency: TBWA\Media Arts Lab Tokyo 
Director: Clint Chang
Production Company: Psyop
Post-Production Company: Psyop & Hakuhodo Product’s REDHILL
Editing:  Psyop & Hakuhodo Product’s REDHILL
Music: “Fashion” by IVE
Artists & Animation Houses:
Chika Umino (March Comes in Like a Lion), Chalkboy, POOL, Hikaru Ichijo, Haruko Hayakawa, Minji Moon, Aurelie Denans, Eiko Ojala, Zach Rosenbrugh, Anastasiia Sharandina, Buda, Shotopop