Apple Watch Launch – Ant Barwick

Apple Watch exclusive

EE had exclusive rights to the Apple Watch Series 3 in the UK and wanted to show it off! This was a big celebration with a national campaign that would end up in over 100 locations across the UK.

The Brief: make the campaign feel like a celebration, a movie premiere event.

The campaign was going to be launched with a TV spot that would show how everyone is celebrating the launch of the Apple Watch Series 3. Client wanted an integrated campaign that would flow from TV to OOH. Once we had decided on a scene that would fit in with the TV, scamps were drawn, from there I lead the project in developing the art direction and working with a 3D artist and retoucher to bring it to life.

SKILLS:

Art Direction, Print, OOH

CLIENT:

DATE:

2017

Art Direction

Once the scamps were approved it was time to develop the look and feel. We needed to keep the colours inline with EE's branding but I wanted to push the branding, incorporating a mixture of materials that would give a depth that when all the lights hit it would give a rich feel. I put a moodboard together to brief the 3D artist and build a base from which to develop the scene.

Developing the scene

I worked with a 3D artist to develop the scene, I would check in with him daily to see progess and provide feedback, this quick interative approach allows us to develop the scene faster as with all projects time was againist us. This also allowed for regular check in with the client to make sure that were happy.

Final Design

Once we were happy with the 3D scene I worked with a retoucher to refine the details and to make versions for both digital and print, bringing the key visual to its final design. The final outcome was a beautiful scene that really made the Apple Watch the star, with multiple lighting making it look like a movie premiere or luxury car launch.

Spreading the word

With the design approved it was now on to the task of putting into over 100 locations. We had print ranging from standard OOH to custom formats in every major city across the UK, and a series of DOOH in which I worked with a motion designer to animate the scene and bring it to life. The highlight was having the design on the famous IMAX at London Waterloo, getting to use their dynamic lighting system to enhance the experience.