TED LASSO
TEDDER THAN EVER.
For the long-awaited fourth season of Ted Lasso, K2B created an Apple Store takeover that spanned the globe. Mac. iPad. iPhone. Apple TV bays. Thousands of screens, all carrying a little piece of Richmond. The idea was simple enough: put the people we love front and center, then give them room to do their thing. Big personalities. Classic Ted color. Clean Apple design with a healthy dose of weirdness, because a little weird has always looked pretty good on this bunch.
HYPED UP
We got called onto the field early. Before the talent shoot, we worked with Apple to develop the creative territories for the retail campaign, helping shape ideas that would eventually make their way in front of the cameras. The resulting green-screen performances became the backbone of everything we made, especially the “Hype Piece”: a silent anthem with music-video swagger, even without the music. Characters strut, mug, cheer, and generally refuse to stand still while the Ted Lasso logo stretches and shifts around them. No complicated playbook. Give the characters the ball and get out of their way.
SCREEN PLAY
For the custom screensavers, Apple Stores presented us with an unusual problem. All those devices start out perfectly synchronized, right up until an actual human walks in, picks up an iPhone, checks whatever people check on demo phones, and puts it back completely out of sync. So the screensavers needed to work as one big unified experience even when individual devices inevitably went rogue.
Our answer was a concept we called “Conveyor Belt.” One version was wall-to-wall Ted. The other brought the whole Richmond family along for the ride. Characters slowly slide through an infinite graphic environment while repeating logos scroll behind them, making rows of separate devices feel like one continuous canvas. That shared direction of travel ties everything together, but because every screen is doing its own little piece of the same thing, somebody can grab a phone, break the sequence, and the whole thing keeps rolling like nothing happened.
Looks simple enough. Bless its heart, it wasn’t. High-resolution footage. Meticulous keys and comps. 60 frames per second. Seamless loops. Enough rendering to make our machines start questioning their career choices. But all that sweat disappears in the final result, as it should. What’s left is simple, warm, playful, and maybe just a little off-kilter. Apple cleanliness with Richmond personality. Tedder than ever, running on an absurd number of screens all over the world.
BEYOND THE STORE
The work ultimately traveled well beyond the store. Apple expanded elements of the visual system into Apple Music, outdoor billboards, and smart-TV banners, transforming a retail takeover into a broader piece of the Season 4 campaign.
Thousands of screens. One Richmond. And a system built to keep believing, even if things fall out of formation.