The briefing was to bring to life the “Made on iPad” platform in Korea in a manner that was rooted in culture and intrinsically linked to the product. ‘Made on iPad’ wants to inspire and spread iPad creativity to anyone who loves to create. So, Apple Korea asked us for ways to tap into a new kind of creativity thriving on social media and showcase the iPad plus Apple Pencil as the ultimate creative tool. To maximize the demonstration, we created a music video that combines webtoon language and KPOP, pushing the limits of iPad plus Apple Pencil in a visually stunning way.

Apple Korea partnered with Korea’s biggest hip-hop star, Jay Park and beloved webtoon artist, Namon to create a webtoon- style music video for Park’s latest single - ‘Bite.’ The entire video was made on iPad with Apple Pencil. The music video pulls viewers into a fantastical journey through a dreamy world inspired by Park’s tattoos. A compass, a heart, a lion, and stars are used as storyline motifs that represent the artist overcoming hardships, celebrating milestones, and his love for music. More than a demonstration, Bite, Made on iPad, became a piece of entertainment art.

Webtoons are one of the most influential genres of pop culture in Korea. The webtoon community had already been actively using iPad and Apple Pencil to create music video-style art. Picking up on this trend, iPad took it further by collaborating with hip-hop artist Jay Park and webtoon artist Namon to create the official music video of Park’s new song - “Bite.” The strategy was to intertwine webtoon and KPOP in a music video and take it to the next level with ‘Mental Canvas,’ an app that turns a drawing into a 3D image with depth.

The music video was published on digital and social media under Jay Park’s personal social media and his label, MORE VISION’s YouTube, Twitter and TikTok account. It was released on August 18, 2022 and is still available.

Upon receiving Jay Park’s unreleased track, ‘Bite’, we wrote together with the director and the webtoon artist, Namon, a story inspired by Park’s iconic tattoos. Based on this storyline, Namon brought to life her signature surreal style with Clip Studio and Apple Pencil to create the entire Webtoon style artwork with hundreds of layers on iPad.

The layers were then imported as PNG files into Mental Canvas. Camera features in Mental Canvas were applied to bring dynamism and film like transitions to key scenes. Procreate on iPad was used to add simple animations like the walking man or the talking dog. At the end, After Effects and Flame were used to refine the scroll down sequence and transitions.

The astonishing visuals and story told through Jay’s tattoos captivated viewers, trending on Twitter within five hours after launch with 96% positivity in consumer sentiment. Viewers were in awe of the dream-like visuals and the fact that it was made on iPad. But more importantly, ‘Bite’ became an artistic proof of iPad’s true capabilities and an inspiration for anyone who loves to create, generating reaction videos and fan art worldwide.

In the following days after launch, Mental Canvas also saw a massive leap in downloads in the App Store. Fans recreated scenes from ‘Bite’ on their iPad. Beyond a mere product demonstration, ‘Bite’ became a piece of entertainment art that showcased the power of iPad creativity and made a huge cultural splash.