Apple has just launched "Designed on the iPad" on the streets of France, right before the Paris Summer Olympics ends on Sunday.
Created by TBWA\Media Arts Lab, London, the global creative agency commissioned 23 colorful and quirky illustrations from French artist Simon Landrein for the campaign.
As the name suggests, Landrein drew all of the works using a 13-inch iPad Pro M4 and an Apple Pencil Pro.
His creative process was shown in a behind-the-scenes video posted by Apple.
View this post on Instagram
The new campaign is a natural continuation of Apple's iconic "Shot on iPhone" series of ads, highlighting the phone's capabilities while bringing art to the forefront.
Each illustration depicts an athlete drawn in a fluid, energetic style specifically made to fit an ad space.
Many of the dynamic figures are caught in funny situations or poses, bringing a sense of humor and whimsy for passers-by.
View this post on Instagram
Apple has also made some of the illustrations free to download as wallpapers on the brand's French portal.
Instead of controversial content or flashy graphics, the refreshing ads rely on the basic elements of graphic design, using color, lines, shape, size, and space to relay their message.
The initiative, which will appear in over 1,000 outdoor locations in Paris and Marseille, is also a great way for Apple to make its presence known during the Olympic Games, even though it's not an official sponsor.
Distinctive Design
Quite the prolific artist, Landrein has been featured in campaigns by major brands like Nike.
His absurd and irreverent works have also appeared in The New Yorker, The New York Times, The Observer, and Rick and Morty.
Featuring sleek line art and vibrant colors, his works often carry cheeky undertones, which include drawing and animating a music video for the indie electronic band Polylogue From Sila.
Apple's decision to feature a talented artist is a sensible pivot from its controversial "Crush!" spot released on May 10, which many viewers dubbed as "bleak" and uncreative.
By focusing on how the new iPad Pro enables creativity, Apple has realigned itself with the brand's core values of developing technology that supports artistry.
Editing by Katherine 'Makkie' Maclang
