Apple Music — “And Then”
︎︎︎SU/FA2018 c/o ROSEWOOD Creative |
︎Conceptual Development, 2D Animation, Content Production & Talent Directing
Apple Music wanted a concept to promote Independent Artists that would require the least amount of talent involvement, yet make the biggest impact. And Then was born — the social-first animated series that turns voice memos into beautifully bizarre & fantastical cartoons (in less than a week).
Watch the Case Study ︎︎︎
Watch the Full Episodes
The challenge was simple (but hard)
How do you promote new artists’ album releases from around the world, on a weekly basis, without having their presence on set?
The solution: animated stories, reinvented.
1. We send our booked and busy artists a series of culturally-relevant,
strategically-fantastical questions.
![](https://freight.cargo.site/t/original/i/adf8f044b4ba672e874957184cd529222da8cd649879543c65ad1ac276555c33/Screen-Shot-2020-10-10-at-11.41.20-PM.png)
2. Artists record their answers via Voice Memo (listen below)
3. Our group of talented storyboard artists, animators, and editors
craft together a full-animated cartoons in less than a week.
![](https://freight.cargo.site/t/original/i/99d0bede69e209053ae9f4a6e2ad10537203655c1ce8e9c2a6a03e6ae0831291/andThen_Kamasi_animatic_Sc08_MJ_v07.gif)
![](https://freight.cargo.site/t/original/i/6ee4bebd09104b9cc85220bf30c0a814b9ea2daf1b02409160a30fa9db0bb653/andthen-kamasi-swimming-bg-kl-v4.gif)
![](https://freight.cargo.site/t/original/i/2d8a883c9e1544e0e9400734e8f89864b70137a4d384e2e53f7b80856299247f/andThen_Kamasi_1x1_MJ_v15.gif)
Each illustrative styles, animation, and color schemes are bespoke to our artists’ genres, origins, and languages.
Origins ︎
- USA: Los Angeles
- Canada: Montreal & Vancouver
- UK: London, Manchester, Brighton
- EU: Sweden, Madrid
- Asia: Tokyo
- Australia: Sydney & Melbourne
- South America: Mexico, Rio de Janeiro
Genres ︎
- Alt Rock
- Downtempo Electronica
- R&B
- Gothic Metal
- Soul/Jazz
- Psych Pop
- Folk
- Electro Funk
- Trap / Hip Hop
- Dance Electronic
![](https://freight.cargo.site/t/original/i/ee9566b423a66838e806257523c71b009c4b11b7f3c0a1489b2563b475a867aa/andThen_lump_illustratedPortrait_1x1_IG_TW_FB.png)
![](https://freight.cargo.site/t/original/i/2009e6fba199616375ffe61f4a8a5aa6f93cd7a476cf072813bbb08ef7906fc6/andThen_cero_illustratedProfilephoto_1x1_IG_FB_TW.jpg)
![](https://freight.cargo.site/t/original/i/6bf81b87ca9055aa990624afa2d9d4787a82923a9604daa7024adba377aad544/andThen-ghost-profilePortrait-1x1-IG-TW-FB.jpg)
![](https://freight.cargo.site/t/original/i/8b7a14b3cfd2a655c42e24e411f7292446ed95cf8a6b0ad85bab0b9f1f812523/rosewood-apple-music-and-then-aleman.png)
![](https://freight.cargo.site/t/original/i/f9cabaaf2c066b42df7e1fa5731fa15bcdc9993bf360cf42b9cd303e83c6c9fb/Cuco_IllustratedPortrait_1x1_ProfilePhoto.jpg)
![](https://freight.cargo.site/t/original/i/9d83053eed2fd4e1c180bc178e81002908ddd411abc7b292ac23841e1470a8f6/andThen_middleKids_profilePhoto_1x1_IG_TW_FB.jpg)
![](https://freight.cargo.site/t/original/i/cac8676dff99d7dbfc333208506d69b1d13558a61fd24d1fd9af4d344ce97750/andThen-chromeo-profilePortrait-1x1-IG-TW-FB.png)
![](https://freight.cargo.site/t/original/i/7d69b12b153fc66337c160b36b7fe6b3ec93c7b2d7f0627e9161510085cce31d/rosewood-apple-music-and-then-bobmoses.png)
![](https://freight.cargo.site/t/original/i/e63bb7068fd4c132e9a589a36faa1b520f565aad04c1f5f2c5cb50a405a7e510/AlinaBaraz_IllustratedPortrait_1x1_ProfilePhoto.jpg)
![](https://freight.cargo.site/t/original/i/a6ea89059ed46e29c0ad115e274a3f31828faffbe67b6d8347bbd4953ab4c51e/rosewood-apple-music-and-then-marceloD2.png)
Agency
ROSEWOOD Creative
VP, Creative
Vasili Gavre
ACD / Producer
George Widodo
Account Manager
Lonnie Angle
Strategist
Liz Lightbody
Animators + Editors
Sam Ancona
Kylar Loya
Bill Cleveland
Tyler Rice
Moises Jimenez
ROSEWOOD Creative
VP, Creative
Vasili Gavre
ACD / Producer
George Widodo
Account Manager
Lonnie Angle
Strategist
Liz Lightbody
Animators + Editors
Sam Ancona
Kylar Loya
Bill Cleveland
Tyler Rice
Moises Jimenez
Amplified Gen-Z women’s voices by celebrating modern-day Kartinis in this People Like Me initiative.
︎ FILM, brand campaign, pr event
❋ ROLE: creative lead
![](https://freight.cargo.site/t/original/i/15cefde646de470425e80f2e56b125f14d5db73a1d919c611521674014639c5a/Ichigo_GIF_1.gif)
Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh
❋ ROLE: creative lead
Netflix ID
Ketayangan
Inspired by Pasar Malam (Night Market), casted look-alikes to celebrate Netflix ID’s biggest stars in this beloved musical for the EOY celebration.
︎ FILM, social
❋ ROLE: ACD
Championing BIPOC change makers who are transforming their local communities.
︎ FILM, ART DIRECTION, BRAND EDITORIAL
❋ ROLE: DESIGNER /ACD
![](https://freight.cargo.site/t/original/i/2ae67eaf4874795ed11e21fc80b9b8e63879e77ceb3e80a7683018f61ac24f7f/NIKE_YCSU.gif)
Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing
❋ ROLE: Assoc. content director
![](https://freight.cargo.site/t/original/i/f337515430206877565dd17273af6af6d62ec42b50b12932ae79093bcb01e1e1/Instagram-Navigation-fadeAlt-02.gif)
Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design
❋ ROLE: Assoc. content director
Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
hyping up indie artists worldwide!
︎ Animation, Brand storytelling
❋ ROLE: co-creator / ACD
![](https://freight.cargo.site/t/original/i/0b795d73f6cd73b23896e8279d1a03c114968e16d13b494b73b21a429b68c7f1/TLKSThumbnail.gif)
First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.
︎ INTERACTIVE, SOCIAL MEDIA, PR EVENT
❋ ROLE: Creative / ART DIRECTOR