Apple Music Rebrand 2026

Description

This brand film captures the experimental design process behind the Apple Music rebrand, where physical sound waves manipulate water tanks and sculptural musical note icons. Directed by Joe Jackson and produced by Optical Arts with visual effects by Time Based Arts, TRAFIK, and Epilogue Inc, the video combines live-action footage of hands playing keyboards and water experiments with dynamic neon lighting. The visual narrative explores how sound can literally form visuals, utilizing practical water ripples and sculptural installations lit in striking blue and magenta tones. The project reflects an innovative approach to brand identity driven by audio-visual synthesis.