TBWA\Media Arts Lab Seoul creates webtoon-inspired music video for Made on iPad campaign
For the first international instalment of its “Made on iPad” campaign, Apple and TBWA\Media Arts Lab Seoul have partnered with Korean American musician, Jay Park, and Korean webtoon artist, Namon, to push the creative boundaries of iPad Pro by illustrating an entire webtoon-inspired music video for Park’s latest single, “Bite.”
The webtoon community is already using iPad to create music video-style pieces. By teaming Jay Park, one the biggest hip-hop musicians in Korea, with beloved artist Namon and leading Korean film director, Kyu Ha Kim, webtoon music videos are taken to the next level.
Featuring Jay Park’s latest single, “Bite,” the music video pulls the viewer between reality and the thrilling world of webtoons, demonstrating just what is possible with iPad Pro, and its creative power.
For Namon, iPad Pro opens up a world of infinite creativity for webtoons – one of the most influential media for storytelling in South Korea. The video features Namon illustrating a digital comic using Mental Canvas, an iPad app that turns 2D drawings into 3D webtoon images. Paired with Apple Pencil, iPad is one of the most exciting portable creative tools available for both professionals and nonprofessionals.
The video begins with the song’s first hook, “Take a bite I wanna take a bite,” and takes us on a fantastical journey through Jay Park’s world. Park’s tattoos — a compass, a heart, a lion, and stars — are used as storyline motifs that represent the artist overcoming hardships and celebrating successful milestones, and his love for music.
“Bite” will appear on digital and social media. It will be accompanied by 15- and 30‑second cuts of a behind-the-scenes film. Apple will use the full spectrum of its organic media — from releasing “Bite” and the music video on Apple Music, to providing inside stories about the campaign and useful tips on the App Store and “Today at Apple” sessions at the Apple Store.
Credits
Agency: TBWA\Media Arts Lab Seoul
Music: Jay Park “Bite”
Illustration: Namon
Production: PlanIt Production, Kyu Ha Kim (director)
Running on: Digital, Social
