Apple Earth Day
Context
The Apple 'Shot on iPhone' campaign, 'Don't mess with Mother,' launched for Earth Day in 2019, releasing across 10+ different countries worldwide, from USA to Switzerland, Turkey, Russia and the UAE.
Challenge
It was my job to typeset all the end lines for the TV commercials and videos for social media. The biggest challenge in this was figuring out how to manually deconstruct the word meaning 'Mother' (abbreviated from Mother Earth) in all the required languages in San Francisco Pro Display typeface, since the supplied reference from the client of the fragmented lettering was not a typeface, but a hand-rendered design.
Approach
I first mapped out the dividing lines of all the segments of the fragmented letterform (provided from the client as a jpeg) in Adobe Illustrator.
I then moved and resized the segments until I calculated the method of how to get from the fragmented state to original state. Conducting the method in reverse would enable me to create the fragmented words using the supplied original typeface.
Final outcome
One of the final end lines can be viewed in the context of the ad by clicking right here.
