Apple and Olivia Rodrigo joined forces to encourage iPad creativity on TikTok
Apple had recently partnered with American singer Olivia Rodrigo and some digital illustrators in order to inspire artists on TikTok.
A series of videos posted to Apple’s official TikTok account featured iPad, Apple Pencil, and the Procreate app. TikTok followers were urged to create their own #BrutalMasks inspired by Olivia Rodrigo’s song “Brutal”.
Apple worked with artists — including Braedon O’Brien, Fiona Viaje (fiona_art), and Designical — to create short video tutorials on how to create their own #BrutalMasks using Procreate’s “FacePaint” feature.
The videos followed a similar format to “Today at Apple” online sessions wherein viewers were taken step-by-step through the creative process and also invited to share their work.
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The said campaign featured Procreate’s “FacePaint” feature which allowed users to create and record illustrations that appeared on one’s face in real time.
Apple Insider reported that the effect was the equivalent of a customizable mask filter that was similar to facial recognition filters offered via TikTok and other apps such as Snapchat.
Procreate was also highlighting the #MadeOniPad campaign on its Instagram account.
Apple had made iPad creativity more accessible to more audiences this year with “Today at Apple” sessions on YouTube and “Remix Sessions” in GarageBand featuring Dua Lipa and Lady Gaga.
The #BrutalMasks spotlight was Apple’s first foray into educational content on the video-sharing platform. Rodrigo also posted on her own TikTok account a video of herself promoting the campaign.
@livbedumb make some #brutalmasks with me and @apple #madeonipad 🫀💘🔪
♬ brutal – Olivia Rodrigo
Apple had used its official TikTok account sparingly since hopping on the service last April 2020.
Based on a report on Apple Insider, videos from Apple’s old ad campaigns were currently private, which means, the official account only displayed the Rodrigo clips.
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