Apple’s “Start Something New” Campaign Kicks Off With Online Gallery, In-Store Artist Workshops

Apple wants to show consumers how its devices – including Macs, as well as mobile devices like iPhones and iPads – can be used to create art. Specifically, its latest pushback at the dated concept that mobile devices aren’t tools for creation, the company is planning to host a series of workshops in Apple stores that will teach people how to shoot professional-quality images with their iPhones, how to sketch and draw using iPad and Apple Pencil, and more.

The effort is part of Apple’s revamped “Start Something New” campaign, which is now running in the U.S., Australia, Belgium, Canada, France, Germany, India, Italy, Japan, Netherlands, New Zealand, Philippines, South Korea, Spain, Sweden, Switzerland, U.K., Vietnam and other countries around the world.

As a part of this effort, Apple has also published an online gallery featuring various artworks created using Apple products like the iPhone 6s, Apple Pencil, iMac, MacBook Pro, iPad Pro, iPad Air 2 and even Apple Watch; hardware and accessories like Pencil by FiftyThree, MeFOTO Sidekick360, and olloclip Active Lens; along with apps, like Adobe After Effects, Adobe Photoshop Express, Darkroom, Union, NightCap Pro, Filmic Pro, Final Cut Pro, and Procreate.

On each artist’s page, there are details about their process, the tools they use (including hardware and software), and various photos of the artist at work.


The site, says Apple, is meant to inspire other artists as to what sort of creations can be made using Apple devices.

Meanwhile, Apple’s in-store workshops will be aimed at those with varying levels of expertise, from amateurs to pros looking to further improve their existing skill set.

This isn’t the first time that Apple has run a campaign like this, however, as the blog MacRumors points out. For example, the company ran nearly the same program last year, first beginning in Japan, then expanding to the U.S. and elsewhere.

At that time, Apple also hosted an online gallery featuring works of art including photography, painting and sketches, while also highlighting the artists themselves and their stories.

The online gallery live today is a bit hard to navigate, but you can visit the individual artist pages from the list below (via MacRumors):

The free workshops will be held in all Apple stores, but you’ll need to check your local stores for dates and times.

Descriptions of the workshops, provided by Apple, are below:

Sketch, Draw, and Paint with iPad
Bring in your iPad and we’ll practice basic techniques for sketching, drawing, and painting. Use your own pencil or we’ll supply one for you to try. We’ll go step-by-step as we sketch together as a group and build our own gallery of artwork. Then, you’ll get time to put your new skills to work on your own project. This is an all-levels workshop—seasoned illustrators are welcome to partner with beginners and share techniques.

Shoot More Artistic Photos with iPhone
Bring your iPhone along for this hands-on workshop. We’ll teach you how to shoot photos more creatively and help you try out various accessories and techniques—like long exposure for light trails, using Time-lapse to show progression, or getting up close with nature using a macro lens. Then, we ‘ll explore artistic ways to adjust and edit your photos, so you can create a work of art, find your style, or just improve your skills.

In addition to these workshops, Apple is also hosting a special event on January 7 at its West 14th Street store in New York, where five artists – Tiffany Bozic, Jake Sargeant, William Hundley, Greg Barth, and Bernhard Lang – will speak about their work and techniques. The event will be moderated by Evan Pricco, Editor of “Juxtapoz Magazine.”