Start Something New campaign highlights artsy tools

Jan 16, 2015 15:10 GMT  ·  By

As part of its new marketing campaign, “Start Something New,” which adorns the walls of Apple Stores across the United States, Apple has started highlighting the very tools used to create each individual masterpiece through a dedicated section on the App Store.

Apple reportedly tapped some talented artists a while ago with instructions to use one or more apps handpicked by the Cupertino company itself to create works of art to be hung around Apple Stores.

The artists, as you’d expect, gladly accepted the challenge. No other instructions were given, so everyone got to work doing whatever their hearts desired. The result was enough to turn several Apple Stores into genuine art galleries.

"Start Something New"

The campaign is an encouragement for everyone wielding an iPhone or an iPad to download one of the handpicked creativity apps featured in the aforementioned section and make their own original works of art.

Noteworthy titles in the lineup (not that they don’t all matter) that you might have heard of include VSCO Cam, Slow Shutter, Autodesk Sketchbook, Procreate Pocket, Tayasui Sketches, Adobe Ideas, Cameo, GarageBand, iMovie, and Cinamatic.

To access the Start Something New section, simply launch iTunes on your Mac or PC, access the App Store and toggle the carousel at the top until the section reels into position. When you find it, click on it, and you should be inside.