Apple

Mission

In April 2016, Apple partnered with the World Wildlife Fund (WWF) for the Apps for Earth campaign, a groundbreaking initiative designed to raise awareness and funds for global conservation efforts. This collaboration brought together 24 app developers to create exclusive, environmentally themed content, with all proceeds supporting WWF's mission to protect the planet. As part of this effort, the App Store itself was transformed with custom animations and visuals that celebrated the campaign’s themes, inspiring millions of users worldwide.

The Call

The Apps for Earth campaign was timed to coincide with Earth Day and aimed to amplify WWF’s conservation message through Apple’s massive platform. With the App Store serving as a central hub for the campaign, Apple needed animations that would engage users and bring the initiative to life. My expertise in 2D animation and ability to align creative storytelling with brand identity made me the perfect fit for this critical aspect of the project.

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Process

The process began by collaborating closely with Apple’s creative team to align the animations with the campaign’s key themes: forests, oceans, fresh water, wildlife, food, and climate. Each animation needed to reflect these themes in a way that was both visually engaging and educational.

Using After Effects, I crafted vibrant 2D animations that seamlessly integrated into the App Store experience. The animations incorporated playful and dynamic movements, such as flowing rivers, growing trees, and fluttering wildlife, creating a cohesive visual narrative. Attention to detail was paramount, ensuring that every animation felt polished, professional, and aligned with Apple's clean aesthetic.

Outcome

The Apps for Earth campaign raised over $8 million for WWF’s global conservation efforts, with the App Store animations playing a key role in engaging and educating users. By visually representing WWF’s mission, the animations helped inspire millions to take action, contributing to the campaign’s success and reinforcing Apple’s commitment to environmental stewardship.

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