Stay Home
Art Direction
How to design a campaign for a global pandemic.
Role:
Art Director
Art Director
Client:
Apple
Apple
Year:
2020
2020
Context
In March 2020, the world went into lockdown almost overnight. A large share of the App Store's existing editorial content - built around in-person socialising, fitness, and travel - could no longer run, and the platform needed new content fast to fill the gap.
Challenge
Produce a fresh visual campaign at speed that didn't just plug the content gap, but reframed the moment: rather than dwelling on what people had lost, use the App Store's platform to highlight the apps and games that could make an unprecedented, isolating time feel bearable, even enjoyable.
Craft
I took the reins as Art Director on the "Stay Home" campaign, setting the creative direction for how the App Store would talk about health, entertainment and education during lockdown.
I teamed up with illustrator Oliver Sin to build a visual identity from the ground up for this moment - landing on a vibrant, optimistic aesthetic that leaned into opportunities for growth, connection and fun inside the digital world, deliberately working against the anxious, static mood dominating most pandemic-era messaging at the time.
Outcome
The campaign rolled out across 30+ global markets, giving App Store users worldwide a consistent, optimistic entry point into the platform's content during lockdown - at a moment when most brand messaging elsewhere leaned anxious or purely functional.
Context
In March 2020, the world went into lockdown almost overnight. A large share of the App Store's existing editorial content - built around in-person socialising, fitness, and travel - could no longer run, and the platform needed new content fast to fill the gap.
Challenge
Produce a fresh visual campaign at speed that didn't just plug the content gap, but reframed the moment: rather than dwelling on what people had lost, use the App Store's platform to highlight the apps and games that could make an unprecedented, isolating time feel bearable, even enjoyable.
Craft
I took the reins as Art Director on the "Stay Home" campaign, setting the creative direction for how the App Store would talk about health, entertainment and education during lockdown.
I teamed up with illustrator Oliver Sin to build a visual identity from the ground up for this moment - landing on a vibrant, optimistic aesthetic that leaned into opportunities for growth, connection and fun inside the digital world, deliberately working against the anxious, static mood dominating most pandemic-era messaging at the time.
Outcome
The campaign rolled out across 30+ global markets, giving App Store users worldwide a consistent, optimistic entry point into the platform's content during lockdown - at a moment when most brand messaging elsewhere leaned anxious or purely functional.
