Say what you mean, do what you love and fucking send it
EVOKING LAYERED PERSPECTIVES FOR SOUTH ASIAN HERITAGE MONTH
Commissioned by Apple, we developed the global creative campaign for South Asian Heritage Month. Our designer Aditi Srivastava drew on her lived experience between Delhi and London to shape a creative approach around the idea of in-betweenness; a constant movement between worlds, languages and states of remembering.
South Asia is one of the most culturally diverse regions in the world, so it was essential we celebrated this richness without reducing it to a single image or stereotype. We avoided oversimplification in favour of an abstract and transient motion piece that evokes layered emotions, ever-evolving perspectives and shifting memories. The work explores organic, flowing, and undulating simulations. Reciprocal textures reflect the depth, motion and interconnectedness of cultures across South Asia.
By keeping the visuals intentionally complex, we celebrate the multiplicity of South Asian identities in a way that is fresh, dynamic and resonant. Custom campaign typography was created by Mumbai-based design practice November. The campaign launched across Apple’s ecosystem, including the App Store, Apple TV app, Music, Books and Podcasts, and extended to a special-edition Beats by Dre Studio Pro sleeve.
