Apple Music typically showed up in Japan with singular standalone pieces utilizing the Apple Music Notes campaign, leveraging artists and their music paired with our iconic Note shape. But with new censorship laws in Japan, the usual approach wasn’t going to cut it. This was an awesome opportunity to introduce a fresh new look and really educate Japan on what Apple Music has to offer on their platform. We focused on showing Japan the connection between the emotion of music and the Apple Music Platform. Combine this with some sweet Japanese pop punk, a high-fiving cat on a bike and trippy visuals. The small but mighty spot did incredibly well. So much so that we did a second one.