Apple

TBWA\Media Arts Lab London

Advertising · Film · Social

Apple master brand campaigns transcreated for the local market

English master shown for comparison to the re-edited local version.

Localised transcreation

Briefs
Multiple global campaigns for iPhone, iPad, Apple Watch and AirPods to be adapted to the Turkish market
Challenge
Structure and meaning don't survive a straight translation, as Turkish is one of the languages that uses a different sentence structure.
Solution
Localise and re-edit the entire film to conform to local sentence structure, and stay true to the brand guidelines.
My role
Copywriter for the Turkish market, working with Apple Turkey, Media Arts Lab LA and the London production team.
Process
  1. 01Rewrite & transcreate
  2. 02Cast voiceover
  3. 03Record in studio
  4. 04Re-edit the film
  5. 05Instagram, YouTube, Facebook versions
Result

Local films and channel adaptations that read as native Turkish while staying inside Apple's Global Design Playbook.