Apple and TBWA\Media Arts Lab Tokyo reimagine the App Store ‘A’ in new campaign

Apple and TBWA\Media Arts Lab Tokyo have launched a new App Store campaign in Japan transforming the iconic App Store ‘A’ logo into a portal, opening onto a multi-universe of 16 app categories. Each universe is rendered in a distinct visual style by 13 artists and animation houses from around the world.

 

Featured creators include prominent Japanese artists such as celebrated 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 like Pokémon Sleep, LINE, Chiikawa Pocket, Royal Kingdom, and Battle Cats.

The three films are set to the unreleased track from K-pop supergroup IVE “Fashion,” whose lyrics reflect on new beginnings and personal style. The campaign line, “Take any first step with App Store,” is voiced by REI, IVE’s Japanese member.

To bring the App Store experience to life, a bespoke DOOH installation will run at Shibuya Station, where travelers will be introduce to the many app universes.

The campaign runs across 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