THE QUESTION
Streaming shows what people play, not what stays with them. Apple Music Replay already reveals the music listeners return to most. That connection ends on screen.
THE ANSWER
Replay Live turns the most replayed album in each country into a one night event, rewarding the listeners who returned to it most with early access.
"Invisible Ink"
Apple's reveal mechanic, repurposed as
the campaign's access language.
So what does that mean for the poster?
You kept coming back.
Now it's coming to you.
It changes as the date gets closer!
THE ROLLOUT
Inside Apple Music, the Replay Live tile evolves over time. Mirroring the poster campaign, each update reveals a little more until Replay Live is fully announced.
PROJECT
Apple Music Replay Live
Campaign Concept
2025
PROJECT
Concept
Creative Direction
Experience Design
Campaign Design
