Arcade - Launch and Image Campaign

In 2019, Apple announced the launch of Arcade, a video game streaming service with an small, yet highly curated initial catalog.

Multi-IP Image Campaign

At the heart of the campaign was a set of Multi-IP artworks. As Arcade was brand new, multiple properties were shown together with the logomark, not only to tie the brand to established and loved characters, but also to introduce new games to potential users.

This concept was repurposed for many uses, to tie categorically similar games together, to strengthen tentpole characters, or to show off newly acquired properties.

Single-IP Image Campaign

As Arcade acquired and developed more properties, this project expanded in scope. Each property required its own vignette to tie it to the brand.

Our team would write concepts for each vignette based on the gameplay or story and translate them into :05 loops and print deliverables.

Out-of-Home Campaign

Campaign Refresh

As Multi-IP campaigns gained more steam, different teams from Apple started reaching out to our team, knowing we had the infrastructure, design sensibilities, and understanding of the brand to generate content at a rapid-fire pace.

These images were developed for the App Store, highlighting IP from top performing categories in the Arcade catalog.

This Week On… - Identity System

In a precursor to the Social campaign, we built an identity system for Arcade’s Twitter channel.

This Week On…was a recurring feature that would highlight the best independent IP that Arcade had published each week.

Find Your Fun

‘Find Your Fun’ was a set of broadcast and social spots that functioned as a highlight reel of hero content to sell potential users on the service.

Production Credits:
Executive Creative Director - Jonathan Notaro
Creative Director - Chris Dooley
Art Director - Jeffrey Welk
Designers - Emeric Trahand, Dave Weinstock, Jose Checa,
Gordon Waltho, Javier Tommasi, Jelly Wei
Storyboard Artists - Will Rosado, Tung Chow Hsieh
Editor - Ryan Rigley
2d Animators - Gerald Mark Soto, Olle Engstrom,
Dave Weinstock, Eddie Song
CG Supervisor - Russ Wootton
3d Animators - Ken Music, Nick Johnnides, John Han, Jeff Chavez,
Scott Hubbard, Keith McMenamy, Craig Kohlmeyer,
Dan Bradham, Jeff Bryson, Donny Roque
Compositors - Kristjan Zaklynsky, Phillip Massamino, Jeff Chavez
Concept Artist - JP Peer
Editor - Tyler Byrnes
Assistant Editor - Tyler Byrnes
Head of Production - Johnna MacArthur
Producer - Kyle McKeveny
Head of Production - Johnna MacArthur
Managing Director - Devin Brook