Apple Music
Summer + New Life
︎Role: Design Lead / Art Direction
︎ Produced at Scholar
Summer + New Life
︎Role: Design Lead / Art Direction
︎ Produced at Scholar
︎︎︎ 01 Summer
This campaign is all about capturing the spirit of summer in two unique journeys, each bursting with energy, rhythm, and fun. With Apple Music as the soundtrack, we set out to create a bold and vibrant visual experience.
“Summer,” we follow the transformation of a protagonist from student life into young adulthood. This metamorphosis is brought to life with fluid cel animation and a vibrant, evolving color palette, giving her journey an electric feel and making her next stage of life feel like one big summer hit.
︎︎︎ 02 New Life
“New Life” takes us to the heart of Japan’s festival season, where our character is having the time of his life—diving, crowd-surfing, and vibing through the colorful chaos of the festival scene. It’s a high-energy ride that captures the very spirit of summer.
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Early Explorations
When I first got the brief, I was beyond excited— this was a designer’s dream! With no limits, I had the freedom to go bold and dynamic. My goal was to capture the emotions and transformative moments we feel when we listen to music. I quickly created a series of design frames that brought those feelings to life with energy and movement. These frames were key in winning the pitch, laying the foundation for everything that followed.
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Character Design
For the character design, I wanted to strike a balance between edgy and sophisticated, giving the characters a cool, elevated look that felt authentic yet aspirational. I focused on designing characters in their 10s to 20s, inspired by street fashion to create a connection with the Apple Music audience. The goal was to make the characters feel relatable yet stylish, embodying the energy and spirit of today’s youth culture.
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Final Design Frames
These frames showcase the energy and emotion we wanted to bring to life through the Apple Music campaign. We explored the transformative moments music creates in our lives, using vibrant colors and dynamic movement to reflect that. From festivals to personal transitions, these final designs amplify the project’s core message: music has the power to shape and energize our experiences.
