Apple Kicks Its Logo Around Like A Soccer Ball In ‘MLS Season Pass’ Promos

Image via Andreas Ekelund / Apple

Apple performs fancy footwork and design tricks—and scores—in its latest out-of-door campaign drumming up hype for MLS Season Pass on Apple TV.

Lensed by photographer Carlos Serrao, the striking imagery, shared by Apple executive creative director Andreas Ekelund, depicts players from every Major League Soccer club interacting with the Apple logo in their respective stadiums. The iconic branding is twisted and turned, aligning with the physics of a soccer ball.

Image via Andreas Ekelund / Apple

The Cupertino tech giant, who rarely messes with its logo unless it’s for cryptic event invites or retail store openings, now bends it like Beckham to direct attention to the MLS stars, their energy bursting off billboards against stark white backgrounds.

Image via Andreas Ekelund / Apple

[via Andreas Ekelund / Apple]