Inspired by the former residential building that houses the Apple Champs-Élysée store, we aimed to establish an authentic home for creativity; bringing surprising colour and personality to the popular tourist destination.

To build a home for creativity, we commissioned 15 different Paris-based artists to create 45 unique illustrated characters, based on Today at Apple themes: Art & Design, Photography, Video, Activity & Health, Music and Coding & Apps.

Each illustrated character inhabited one of 45 windows, across multiple floors, in a pre-launch outdoor installation. They were also brought to life on digital and social channels, in-store digital screens, printed stickers and postcards for launch attendees, and bespoke staff collateral.

Our colorful campaign illustrations were created for the pre-launch barricade and then reinterpreted as animations for a multi-channel, multi-audience experience.

On opening weekend, customers received a special edition Apple sticker and postcard pack inspired by the campaign illustrations. The Apple retail team were gifted cards customised with their initial and a quirky character. To celebrate the launch, a poster featuring an assortment of characters wearing the iconic Apple staff blue shirts was presented to the team.

The campaign characters also invaded an 8K video wall and demo product screensavers in store, informing customers of the Today at Apple programme hosted at the French flagship.

A bespoke campaign page on Apple.com brought the characters to life, and an array of illustrated assets were created for each of the 15 artists to use on their social channels.