Apple
Start something new
Social, Digital, Film, OOH, Experiential
To inspire people to stay curious and follow their passions during the new year, we created the world’s largest art gallery.
A diverse, international group of artists painted, photographed, illustrated, and filmed original pieces using only Apple products and we displayed their work in Apple Stores around the globe, in outdoor spaces, and on apple.com.
A precursor to the long-running “Shot on iPhone” campaign, “Start something new” was the first time Apple filled the world's outdoor spaces and screens with something more akin to art than advertising. Which not only earned the campaign a ton of press, but also changed the way Apple would advertise for years to come.
A film from the campaign
Animated window displays showed how the pieces were created.
Onsite Gallery Tours
iBeacon technology was used to enhance the gallery experience for customers through the Apple Store app. As they approached each piece in the store, the app provided more context about the art.
Customers learned about the artwork and how to create their own pieces via the artists themselves at Apple Store workshops around the world.
An outdoor installation in Germany from year two of the “Start something new” campaign
A film from year two of the campaign
