OVERVIEW
Director, Creative Director

When you’re working with Anderson .Paak, you don’t force it—you just give him the space to be himself. The brief from Apple Music was to promote his new album Oxnard while seamlessly showcasing Apple Pay’s ease and speed—without it feeling like a branded sales job.

CONCEPT
We kept it simple and real. We handed .Paak an iPhone loaded with funds and hit Abbott Kinney in Venice. No script, no overproduced moments—just Andy being Andy. He bought fans sunglasses, picked up new clothes, and spread good vibes everywhere he went.

By letting him do his thing, we delivered a film that felt authentic to both the artist and the Apple brand, proving you don’t have to over-sell when the product experience speaks for itself.

RESULTS

• Elevated Apple Music’s artist storytelling while highlighting Apple Pay’s frictionless experience

• Created a shareable, artist-first campaign that felt genuinely fun and true to .Paak’s persona