Apple

project

Apple Ads + Gift Cards

agency

Critical Mass

Empower

Technology can help everyday people live, play, and work better—and give businesses the tools to grow. When we can trust technology to help us do and discover more, we can live empowered lives.  

Every Story

We all have our stories—the ones we live, and the ones we use to communicate with others. When two stories are able to connect, they each deserve the chance to be more successful.

Stories

Showing what the product enables, we lean into the “in the moment” glimpses of people realizing their own version of success.

With photography we aspire to be more than just relatable. By capturing the interesting outcomes that a moment of discovery can lead people to, we extend the story in an interesting direction—moving beyond simple relatability.

Frames

The frame is the heart of our composition system, inspired by digital ads themselves. From simple layouts for print to dynamic movement for film, or the web, frames provide us a unified way to layout our stories.

We can design something simple & functional using only one shape, or layer them up to create more expressive compositions.

Blends

A distinct graphic layer based on the colorful abstraction of a story. Blends offer us the ability to have a colorful canvas by filling color fields, a way to transition in and out of stories, flexible graphic elements, dynamic fills for brands, and a graphic element to use in place of photography.

It’s more than a Gift Card, it’s an Apple experience.

Unboxing Experience

The first image depicts the proposed customized unboxing experience. When a recipient receives an SMS with a custom Apple Box sent from the App Store, they can click the embedded link to unlock their personalized unboxing experience.

Personalizing Gift Boxes

Personalization is the heart of the Apple Box. Every gift box can be custom built or created by Apple based on a user’s preferences. Additional customization settings add magic and context to the experience.