To score the new app’s various features and functions, we arranged excerpts of Beethoven’s Piano Trio No. 1 Op. 1 that transitioned with on-screen search bar text into Beethoven’s Piano Concerto No. 1 Op. 15. It musically develops with other shown app features, like spatial audio. We also produced a full recording of Op. 15 commercially released on the app. Before securing Pianist Alice Sara Ott and Conductor Karina Canellakis’ involvement, we researched logistics and recording costs in several cities, but landed on The Radio Filharmonisch Orkest in Hilversum, NL, with Karina as Principal Conductor. We traveled to oversee production and recording, including the full Concerto, in a single day due to scheduling issues. We then flew to London for the commercial shoot, ensuring the accuracy of what was shown in the previously recorded arrangement.

The Apple team had a clear vision for the music on this spot, upon which the whole campaign was built. They needed an iconic piece of music from an iconic composer, which aligned with showing off the search bar feature on-screen by transitioning from Beethoven’s “Op. 1” to “Op. 15.” We helped them execute their creative idea with the creation of the customs arrangement of the two Beethoven pieces and then helped to guide them through the production and recording process. We helped them condense a full concerto worth of material into a 30-second commercial that scored these different and specific points in the portrayal of the app's capabilities.