2021 – Apple TV
Apple TV Genres
Apple TV’s Genres & Sub Genres play an integral role in the viewer’s content discovery journey. Well-curated brick art is critical as it enables viewers to quickly connect to our stories in an unexpected way.
This project was a massive undertaking for the Apple TV team to refresh the genre art. We worked with 3D Artists, Agencies, and Photographers to create images that would best capture each individual genre.
Brief
Develop a visual system to represent Apple TV’s Genres and Sub Genres to inspire exploration, emotionally connect through content, and highlight the wide range of stories found on the Apple TV app.
Typography
When we decided to revamp our Genres art we also looked at systematizing the typography across the TV app, unifying the browsing experience across Genres, Pricing, and other Browse By Collections.
We also developed a gradient system taking inspiration and learnings from our other services such as Music and Podcasts, but crafting them with cinematic intention to represent the feel of both the Genre and artwork it’s representing. The gradient layer allowed these bricks to still feel navigational.
Color System
Genre Room
In addition to the Brick art, we also needed versions that could span our Genre rooms on Apple TV, giving a larger look at the cinematic scene. Within each Genre room would also be a collection of Sub Genres to deepen exploration for more nuanced collections.
The Result
A collection of over 80 unique pieces of creative from a variety of artists, photographers, and agencies expanding our categories and providing a system to build upon.
It takes a village
It takes a village
Credits
Creative Direction –– Aaron Pollick, David Chun, Krista Prestek, Alex Grossman
Additional Creative –– Vitor Andre, Naz Arandi
Creative Lead & Design –– Danny Rutledge
Producer –– Amy Wolpa, Lauren Abrams
Photography Creative –– Maureen Songco, Lea Golis, Anais Maroon, Molly Kratofil
Editorial –– Christy Colcord, Dylan Ashbrook, Daniel Liszt, Jeff Meyers
Production Design — Marisa Ghiglieri-Linquist
Retouching — Art Machine
3D –– BUCK
Artists –– Ash Thorp, Fernando Parra, Aaron Martinez, Danar Worya, Eva Cremers, Grand Chamanco, Greg Kletsel, Jay Howell, Joe Veazy, Juhani Jokinen, Ovcharka, and Robert Beatty