Apple I-pad Campaign

Simon Landrein’s bendy illustrations are giving an unexpected introduction to some key sports, many of which are taking place at the 2024 Olympic Games.

Known for his bold, quirky work, the Paris-based illustrator and animator has created 23 posters which are being displayed around Paris and Marseille as part of Apple’s Made on iPad campaign by TBWA\Media Arts Lab – a spin on the brand’s longstanding Shot on iPhone series.

Landrein’s illustrations are packed with elongated limbs and bendy bodies, which are particularly enjoyable when they fill the frame entirely, as seen in the breaking, cycling and rugby illustrations.

The illustrator had to adapt his usual process, especially his approach to colour palettes. When creating digital-first pieces, he tends to opt for bright colours balanced with more muted tones. Knowing that these couldn’t be replicated for printed posters, he needed to limit his colour palette – though the result is still gloriously vibrant.

The illustrations inject colour and energy into the cities’ streets, serving up yet another example of why using illustration to depict sport can be so effective.