Apple hypes up the hockey season in a new "Made on iPad" campaign that spotlights the creation process of customized goaltender masks.
Led by New York-based creative studio Lobo, the effort showcases three talented artists as they craft expressive and vibrant designs in time for the new NHL season.
It sees artists Dave Gunnarson, Jordon Bourgeault, and Travis Michael utilizing the iPad Pro and Apple Pencil Pro to personalize goalie masks, which are the only form of artistic self-expression allowed on the NHL rink.
These artists are known for specializing in painting and personalizing goalie masks for NHL players like Matt Murray and Elvis Merzlikins.
View this post on Instagram
In a news release, Bourgeault praised the iPad's time-saving capabilities, which let him create designs in a fraction of the time it takes to draw a mock-up with a traditional pencil.
"Now I'm using iPad to do an initial drawing, almost like it was in pencils, and show that to the goalie, make sure they like where I'm going before I spend all that time digitally painting, adding colors and stuff," he continued.
View this post on Instagram
Together, the three artists designed masks for a total of seven professional hockey players:
- Thatcher Demko
- Jacob Markstrom
- Sam Montembeault
- Stuart Skinner
- Jeremy Swayman
- Linus Ullmark
- Joseph Woll
The campaign will roll out in a series of short films on Apple's channels, each highlighting a different creative app such as Procreate and Adobe Photoshop.
The initiative continues the idea that Apple has consistently pushed for its iPad range, marketing it to artists, creators, and innovators.
By utilizing an art-focused brand voice, the ad successfully demonstrates the device's creative capabilities.
Masks On
The 30-second "Goalie Masks Made on iPad" uses a quick montage of clips that give viewers a look into the many features of iPad Pro and Apple Pencil Pro.
The artists draw, pinch, sketch, and paste assets, going from rough designs to full renders.
Goalie mask artists & iPad Pro are behind the mask designs of some of the NHL’s top goaltenders, using iPad Pro & Apple Pencil Pro to create the hand-painted artwork on their masks.
— NHL (@NHL) October 9, 2024
Goalie Masks #MadeoniPad by @daveartofficial, @jboairbrush, & @tmkustoms.
NHL x @NHLPA x @Applepic.twitter.com/qLbzfNZ10V
Gradually, each design comes to life with bold strokes and realistic textures. The commercial ends with a quick showcase of each of the seven helmets.
Apple's new campaign is a new spin on its iconic "Shot on iPhone" campaign.
Earlier in September, the tech giant launched a music video with artist The Weeknd shot entirely on the iPhone 16 Pro.
