This project focused on creating compelling advertising copy for Apple Music, targeting individuals aged 30-35 who are beginning to settle down and make consumer choices that shape their family’s future. The goal was to position Apple Music as more than just a streaming service — it’s a lasting part of family life, passed down through generations.

Working with a predetermined photo library, the challenge was to craft messaging that aligned with the existing visuals but also resonated with the target audience. Given the limited image options, the copy had to do the heavy lifting, reinforcing themes of family connection, nostalgia and Apple’s premium service offering. The final result is a campaign that speaks to parents looking for a soundtrack to their family’s most meaningful moments.