Apple has launched a new App Store campaign in Japan that transforms the 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 Japanese artists Chika Umino (March Comes in Like a Lion), Chalkboy, Hikaru Ichijo, POOL, and Haruko Hayakawa.
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The campaign also features characters from apps, including Pokémon Sleep, LINE, Chiikawa Pocket, Royal Kingdom, and Battle Cats.
The campaign includes three films set to the unreleased track “Fashion” from K-pop group IVE. The campaign line, “Take any first step with App Store,” is voiced by REI, a Japanese member of IVE.
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Film One
Film Two
A DOOH installation will run at Shibuya Station, where travelers will be introduced to the app universes.
Film Three
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
AloJapan.com