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Bio
The bespoke creative agency for @apple Los Angeles | London | Miami | Seoul | Shanghai | Singapore | Sydney | Tokyo
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Recent posts
Behind the scenes of Made by Sound, the new brand identity we created with @applemusic
Made with @fredagainagainagainagainagain and @nest.acoustics, the Apple Music logo was brought to life through sound and captured entirely in camera. Just music, made visible.
Credits:
Creative and Design Agency: TBWA\Media Arts Lab
Production Company: @opticalarts.studio
Director: Joe Jackson
Music: Fred again..
Music Collaborator: NEST Acoustics
VFX: @timebasedarts
Color & Finishing: @the.trafik
Music Mix: @modelcitizencreative
Retouching (Stills): Optical Arts
Post-Production (Stills) + Color Conversion: @epilogueinc
Type Design Consultation and Vector Logo Illustration + Reconstruction: @plaudesign
21 Oct 2026
Music, made visible.
The new @applemusic logo, shaped entirely by sound.
Created by TBWA\Media Arts Lab with @fredagainagainagainagainagain and @nest.acoustics
21 Oct 2026
The sound of Apple Music.
Our new identity for @applemusic, carried by the artists who give it its sound. Created in collaboration with @fredagainagainagainagainagain and @nest.acoustics.
21 Oct 2026
In a new piece for @itsnicethat, Elizabeth Goodspeed spoke with MAL Global Head of Design James Taylor (@jstaylor_ ) to discuss the making of the Apple Music identity, and why showing that process matters right now.
It explores how the team worked backwards, starting with the visuals they wanted and finding the notes that would create them.
“People are looking for more reasons to believe in what we’re doing, and trust what we’re doing,” James says.
29 Oct 2026
Our latest spot for Apple introduces the 14-inch MacBook Pro with M6. It was directed by PALADINO, the Brazilian directing duo of Beto Galloni and Gabriel Avelar, and set to music by Teezo Touchdown.
M6 delivers up to 13x faster on-device AI performance, up to 11x faster graphics, and up to 24 hours of battery life compared to MacBook Pro with M1.
Agency: TBWA\Media Arts Lab
Production Company: @iconoclast.tv
Director: @directedbypaladino
DP: Will Etchebehere
Edit: Alyssa Oh/MakeMake
Post-Production: @makemakeentertainment
Color: Johnny Thorpe/MakeMake
Sound: Zac Fisher/ @limestudios.tv
Music: @teezotouchdown
28 Oct 2026
The creation of @applemusic’s new identity by @tbwamal was an exercise in craft and experimentation, resulting in visuals made by sound waves 🔊
Informed by a mnemonic created in partnership with @fredagainagainagainagainagain and @nest.acoustics, this sound was then run through liquid to create imagery.
🔗 Find out more about the rig they use to create this movement, plus the wider visual identity at the link in our bio.
#musicmarketing #branding #graphicdesign
22 Oct 2026
Apple has unveiled “Remnants,” the first immersive horror film on Apple Vision Pro, from director Ti West and starring Lucy Boynton and Ralph Ineson. The reaction trailer is out now on Apple TV’s social channels.
London, 1886. Eleanor is sent to appraise a manor left vacant for decades. When a storm traps her inside, the house begins to stir. By nightfall, she is alone with a vengeful spirit that has set its sights on her.
Shot in Apple Immersive Video, “Remnants” puts viewers inside the manor with Eleanor, searching the darkness and sensing that something may be just out of view. Everything unfolds around you, not in front of you. It’s a compelling look at what immersion can do when it serves the story.
“Remnants” arrives Thursday, October 15 in the Apple TV app on Apple Vision Pro. Look for a behind-the-scenes reel on Apple’s Instagram on premiere day.
Credits:
Agency: TBWA \ Media Arts Lab
Production Company: @caviar.tv, @assemblyireland
Written & Directed by: Ti West
Post-Production: @zoicstudios & @sdfxstudios
Sound: Karen Baker Landers
Music: Tyler Bates
13 Oct 2026
ROSÉ’s “new trick,” shot entirely on iPhone 18 Pro.
Directed by Dave Meyers, the music video was filmed with more than 30 iPhone 18 Pro across a wide range of setups, lighting conditions and environments. The team rigged iPhone to a drum kit, a guitar and ROSÉ herself, capturing angles a traditional camera couldn’t reach.
Photographer Kenneth Cappello documented the production on iPhone 18 Pro, from portraits of ROSÉ and the cast to candid moments on set.
Proud to continue Apple’s tradition of Shot on iPhone collaborations with global artists, following Olivia Rodrigo, The Weeknd and Dua Lipa.
Client: Apple
Agency: TBWA\Media Arts Lab
Production Company: @radicalmedia
Director: Dave Meyers
Director of Photography: Scott Cunningham
Editorial: @cabinedit
Finishing: @upp_advertising
Color: @company_3
Sound: @racketclub.tv
Music Editorial: @modelcitizencreative
29 Sep 2026
In a historic first, Apple became the inaugural inductee into The One Club Brand Hall of Fame in New York City!
The Brand Hall of Fame recognizes brands that champion, invest in and sustain creativity. For more than 40 years, Apple has shown what can happen when creativity is not a marketing tool, but a fundamental brand value.
In 1981, Jay Chiat and Lee Clow met 26-year-old Steve Jobs and heard his vision for the future.
Lee recalls: “Steve was as passionate as Jay, if not more, and as demanding as Jay, if not more. And Steve believed he was going to deliver products that would change the world.” He added: “Now, I don’t know if Steve is going to change the world or not, but if he believes he’s going to change the world, I’ll buy into that. We’re going to change the world!”
For 23 years, ChiatDay worked closely with Steve as stewards of the Apple brand, creating brave, iconic work that forged our deep connection to Apple.
On June 8, 2006, TBWA\Media Arts Lab opened as a first-of-its-kind agency. The ChiatDay team that relaunched Mac and introduced iPod was handpicked by Steve to become Apple’s dedicated creative agency, alongside OMD, its media partner.
From 2016 to 2026, MAL, OMD and Apple built on a partnership rooted in trust. This decade was honored with the One Show Penta Pencil, Apple’s second Penta win.
Over the past 10 years, Apple:
… was named Cannes Creative Marketer of the Year twice.
… ranked No. 1 on Interbrand’s Best Global Brands list every year.
… saw its market value grow tenfold.
Throughout it all, Apple continued its mission, in Tim Cook’s words, of “creating the best products in the world to deliver experiences that enrich people’s lives.”
Thank you to @theoneclubforcreativity’s voting body for making Apple the first brand to receive this recognition!
Thank you, Apple, and respect to the internal Marcom teams behind so much excellent work.
And a massive congratulations to our talented, passionate and unrelenting people in every MAL office worldwide. 🫶
Asked for his thoughts on Apple’s inaugural induction, Lee simply said:
“Hey… as it turns out… Apple changed the world!”
17 Sep 2026
Stories like this offer a rare peek behind the curtain: a decade of leadership, a decade of partnership, and a decade of consistently pushing for true creative excellence.
Thank you @timnudd and @adage for taking the time with Katrien De Bauw and Brent Anderson to go deep on the remarkable evolution of MAL over the last 10 years and the partnership we have built with Apple along the way.
What makes this story particularly special is the window it gives into a relationship built over time. One built on sustained trust, candor, passion, shared ambition, a commitment to craft, and an unwavering belief in the power of creativity.
Congratulations to every person in every office at MAL — and thank you, Tim, for telling the story with such detail and care.
Link in bio.
16 Sep 2026
Meet the new Mac mini, now powered by M6: up to 4x faster AI performance, 40% faster CPU, up to 2x faster graphics, 2x faster storage.
To celebrate, Apple and MAL made “The Mighty Mac mini,” a handcrafted claymation film that packs a lot of personality into five by five inches. Watch Mac mini flex as a bodybuilder, race as a car built for speed, and launch as a rocket, each transformation a different side of what M6 can do.
More power for AI workflows, everyday productivity, and demanding creative and coding work. All in a package that’s still just five by five inches.
Head to @HelloApple for a behind-the-scenes look at how we brought the claymation to life.
More mighty. Still mini.
Credits:
Agency: TBWA\Media Arts Lab
Production Company: @blink_ink
Director: Nicos Livesey
Post-Production: @the.trafik
Sound: @racketclub.tv
Track: “Pili Pili” by Polo & Pan
25 Aug 2026
Inside the Jury 🎞️
One dark room.
One week.
The best film work in the world.
This year, our own @maiyakinoshita.jp, Creative Director at MAL Tokyo had the honour of serving on the 2026 Cannes Lions Film Jury.
From sunrise screenings to late-night debates, the jury watched hundreds of films, challenged one another’s perspectives, and searched for the work that would stand the test of time—not just impress on first viewing.
These slides are a few of Maiya’s biggest takeaways from inside the room: Swipe through for a glimpse inside one of advertising’s most inspiring—and demanding—weeks.
Congratulations again, Maiya.
07 Aug 2026
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