Before The Masterpiece
In response to the backlash surrounding Apple’s 2024 “Crush” iPad Pro video, this conceptual campaign seeks to reaffirm Apple’s long-standing role as a supporter of creativity. It reminds audiences that Apple products has never aimed to replace traditional art tools. They are a quiet companion in the artistic process, honouring even the raw, imperfect beginnings behind every masterpiece.​
This project has been conceptualised and executed within one week. The campaign video was shot entirely on iPhone, crafted to reflect Apple’s signature production style with strong visual communication and minimalistic text.
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This is a UGC campaign launched by Apple and carry forwarded by users who believe in the same message.
YouTube
Launching on Apple’s YouTube channel with a caption-driven call to action inviting user participation.
OOH
Out-of-home (OOH) media supports the campaign by driving awareness in the real world and extend the reach of the campaign.
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Each placement is thoughtfully located to reach its intended audience. Since this piece targets painters, it appears at a bus stop just outside SCAD Atlanta’s campus, meeting artists where their journey begins.
Social Media UGC
Following the campaign launch on Apple’s social media channels, users will be encouraged to share their own creative journeys, the stories behind their masterpieces.
Apple Gift Cards
To further promote the campaign, Apple will offer gift cards to artists who will purchase and use Apple products in their creative practice.
Participants simply share UGC content showing a “before and after” of their creative process, tag Apple, and use the hashtags #BehindTheMasterpiece, #ShotOniPhone, and #Apple, along with a link to their creative portfolio or website.
Year
2025
Location
Atlanta, USA.
Type of Work
Art Direction, Filmmaking
* This is a conceptual campaign for Apple.​
Credits
Painting: Frederick Anthony | Varuna Sridhar
Guitarist: Aahan Sinha