Susan Alinsangan, a Chiat/Day art director, came up with the design of the iPod silhouette commercials[2] in 2003, along with the help of Chiat/Day’s director Lee Clow, and James Vincent, a former DJ and musician.[3] She worked on the print campaign with artist Casey Leveque of Santa Monica’s Rocket Studio[4]
The silhouette advertising campaign featured dark silhouetted characters against brightly colored backgrounds. They were usually dancing and, in television commercials, backed by up-beat, energetic music. The silhouetted dancers held iPods while listening to them with Apple’s supplied earphones. The iPods and earphones appeared in white to stand out against the colored background and black silhouettes.[3] Apple changed the style of these commercials often depending on the song’s theme or genre. “It had a hook that was really was captivating and didn’t try to impress us with the coolness of any particular person. Instead, it did what Apple does best: it created an iconic image, which immediately came to communicate Apple and iPod.”