Apple Music
Apple Music's high-impact cultural campaigns and cinematic music entertainment content
Featured Apple Music projects
This week's top Apple Music projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Apple Music · Super Bowl Halftime - Official Trailer
In a masterclass of rhythmic storytelling and cultural resonance, the official trailer for the Apple Music Super Bowl Halftime show captures an unexpected moment of pure, unadulterated joy. Eschewing the typical high-octane bombast associated with major media and entertainment events, this campaign pivots toward an intimate, character-driven narrative. Recording artist Bad Bunny is featured in a tender, dynamic dance with an older woman, a choice that grounds the cinematic spectacle in a deeply human experience. The visual language leans into a warm, golden lighting palette that imbues the scene with a palpable sense of nostalgic charm, starkly contrasted against a dark, moody background that highlights the striking red flora and verdant patches of earth. This live-action technique is further elevated by the deliberate use of slow motion, which allows the viewer to linger on the fluid chemistry between the two performers. With meticulous post production and vfx handled by Framestore LA, the piece transforms a simple dance into a sophisticated, highly stylized sequence that transcends the genre of promotional trailers. By prioritizing emotion over spectacle, the production creates a lasting impression that bridges the gap between mainstream pop culture and heartfelt authenticity, ensuring the music platform remains at the forefront of the industry's most compelling visual narratives.
Apple Music · Superbowl LVIII Halftime Show with Usher (Trailer)
Apple Music presents a trailer for the Superbowl LVIII Halftime Show featuring Usher, centered on a vocal performance by a gospel choir. Filmed within a traditional church setting, the production emphasizes heritage and community through a sequence of live-action technique and atmospheric cinematic framing. The footage uses natural light to illuminate the space, contrasting the choir's performance with archival clips to build anticipation for the main event. Production for the trailer was handled by William McVay. The visuals lean into a warm, textured aesthetic, capturing the performance through intentional, intimate camera work that balances the scale of the venue with the focused energy of the choir.
Apple Music · Japan Summer
Apple Music explores the intersection of digital experience and seasonal energy in this animated piece, Japan Summer. The production shifts the viewer from the familiar interface of a smartphone into a vibrant, stylized landscape defined by high-energy motion design and bold illustrative techniques. Produced by All Of Us Here, the work captures festival-inspired scenes through a saturated color palette and dynamic character animation. It utilizes vertical composition and cinematic motion graphics to frame a sequence of celebratory festival moments.
Apple Music · Taylor Treadmill
Apple Music highlights the integration of streaming services into daily fitness routines in this commercial titled Taylor Treadmill. Featuring Taylor Swift, the spot captures a moment of music discovery within a high-intensity training environment. Produced as a live-action commercial, the film focuses on the user interface of the Apple Music app, showcasing playlist curation during a workout session. The execution utilizes natural light to maintain a clean, grounded aesthetic throughout the gym setting, with music and sound strategy provided by MAS-Music and Strategy.
Apple Music · Classical
This commercial for Apple Music Classical highlights the platform’s interface through the lens of a live performance. The film captures a pianist at a grand piano alongside an orchestra conducted by Karina Canellakis, setting an intimate, cinematic mood within a dimly lit space. The execution relies on a low-key aesthetic, utilizing a rich red and black color palette. The edit transitions between tight close-ups of the keyboard and broader overhead movements, integrated with on-screen UI overlays. This project employs a cinematic, moody approach to showcase the app's integration with classical repertoire.
Apple Music · Where's USHER? Super Bowl LVIII Halftime Show (Official Trailer) 2024 Telly Award Winner
Apple Music presents this cinematic trailer for the Super Bowl LVIII Halftime Show, signaling the headline performance by Usher. The narrative follows Ludacris and Taraji P. Henson as they navigate various architectural settings to locate the artist, joined by appearances from Lil Jon and Tim Cook. The production employs dynamic camera work and polished lighting to establish a high-energy tone. Apple led the creative direction for this project, which features original music and sound design by The Crystal Creative.
Apple Music · Nail Salon
Apple Music presents a commercial spot titled 'Nail Salon,' featuring Ray Liotta and DJ Khaled. The film captures an exchange between the two figures within a salon setting, focusing on expressive dialogue and character interaction. The project utilizes live-action technique and natural light to maintain a clean aesthetic throughout the spot. Sound design and music supervision for the commercial were handled by Swell Sound.
Apple Music · Nurturing Roots
Apple Music’s Nurturing Roots presents an intimate portrait of cultivation and community. Through a blend of documentary-style observation and macro cinematography, the piece explores the tactile process of gardening. The visual language focuses on natural textures, using ambient lighting and close-up frames to establish a contemplative tone. The project, produced by GREATERGOOD, captures a grounded narrative centered on organic growth and the act of caring for one's environment.
Apple Music · Nurturing Roots - 45s
Apple Music presents 'Nurturing Roots', a 45-second documentary spot produced by GREATERGOOD. The film focuses on themes of cultivation and human connection through intimate portraiture and observational footage. Set across both indoor and outdoor environments, the piece captures detailed sequences of soil and plant life. The visual language relies on natural light and clean framing to ground the narrative in a tactile, live-action aesthetic.
Apple Music · Where analog and digital co-exist.
Apple Music explores the intersection of classic audio culture and modern streaming in this media campaign. Featuring a fisheye lens perspective and warm, vintage color grading, the work leans into an analog film aesthetic to frame the environment of a record store. The project captures a moment of discovery through atmospheric cinematography and intimate, live-action framing, highlighting the experience of navigating physical media while maintaining a contemporary perspective on music consumption.
Apple Music · H.E.R. - Back Of My Mind
Apple Music presents a cinematic music video for H.E.R.’s project, Back Of My Mind. The film captures a series of intimate vignettes, tracking the artist through atmospheric, textured environments including a wood-paneled dressing room and a dimly lit hotel space. The visual narrative utilizes a warm, moody lighting palette and a shallow depth of field to ground the live-action technique. Production design leans into retro aesthetics, employing reflective surfaces and deliberate framing that shifts between sweeping wide shots and focused close-ups on the artist's performance. The project was produced by Scheme Engine, who also oversaw the music, sound, and post-production work.
Apple Music · Billie Eilish
Apple Music showcases the concert performance of Billie Eilish in this live performance video produced for the Apple Music Live platform. The production captures the atmosphere of the stage event through a mix of wide shots and intimate close-ups of the artist, utilizing theatrical stage lighting to define the visual mood. The piece employs dynamic camera movements and energetic crowd framing to build an immersive experience. Post-production and VFX were handled by Nice Shoes, ensuring a polished final look that leans into cinematic, live-action techniques tailored for vertical mobile viewing.
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