I worked with director Harry Butt at Nexus Studios to bring a series of iMessage conversations to life for Apple’s influencer-driven Apple Cash social campaign. The project involved meticulously recreating the precise UX of Apple's iMessage ecosystem - adding engaging moments of both comedy and drama - all the while showcasing the personality of iMessage’s broad range of features.
Studio: Nexus Studios Client: Apple Director: Harry Butt
The project consisted of 6 conversations (3 generic and 3 influencer) featuring the model and fashion content creator Wisdom Kaye, LSU basketball teammates Hailey Van Lith and Flau’jae Johnson, and actor Storm Reid. Each spot consisted of a fast-paced message exchange as seen from the iMessage screen of one of the contributors. Each conversation ends with cash being either sent or requested via the integrated Apple Pay feature. These spots also saw the debut of Apple’s new suite of animated iMessage stickers.
Early explorations and testing involved recreating the animated ‘reacts’ and message effects in iMessage. Different scripts were also tested, with fictional characters from existing IPs engaging in playful and humorous dialogue, as well as influencers and musicians chatting with their family members. Timing was a crucial element in early testing - balancing read speed and dwell time, with comic timing and the time it took for various effects to play out.
In order to inject a little energy and personality into the clean, glossy UX, camera moves and motion were used to highlight individual messages and also add the element of the reveal - helping the exchanges feel alive and opinionated.
Project Tags
Companies
Nexus Studios
- Advertising
Apple
- Technology