14 DAY TRIAL // Apple is expanding its art-focused “Start Something New” campaign to physical stores, after launching an entire new section of its site dedicated to artsy content generated by end-users with Apple products.
Stores like the Regent Street location in London, UK have been spruced up with banners featuring the same works displayed on the Start Something New section on Apple.com.
Every piece made with Apple gear
The company promotes the gallery by boasting that “Every brushstroke, every pixel, and every frame of film was brought to life by talented Apple users from around the world.” The stated purpose of the campaign is to inspire others to create something new themselves, putting more focus on the end-result of using Apple products, and less emphasis on the hardware itself.
In fact, Apple makes just as big of a deal of the software used to create the works, including VSCO Cam, Brushes 3, Slow Shutter!, iDraw, Procreate – Sketch, paint, create, and the company’s own iMovie and Final Cut Pro. The photos in the gallery below are available courtesy of Storeteller (using the Twitter handle @storetellee) via ifoAppleStore.
A trademark move
Apple makes a habit out of highlighting the content created using its hardware and software, promoting the idea that its products are intuitive while also offering high levels of versatility. Last year, the company released a heart-warming short film showing how a musician used her Mac and iPhone to create an improved version of a Voice-o-graph recording.
Last year, it was “Misunderstood,” an even more endearing short movie featuring a kid who surprises the entire family with a touching video stitched together from different moments from their Christmas celebration.
