Apple iBooks 

Sid Lee was tasked with creating fun and captivating social video content incorporating a birthday cake to celebrate numerous authors’ birthdays for the Apple iBooks Instagram account. The creative concept involved each author’s birthday cake being stylized in a way that relates to a specific work of theirs. However, the main focus is the way in which the candles are extinguished. Rather than simply being blown, the candles are put out in a unique way that also relates to the authors’ work.

The video posts we produced for Apple iBooks’ Instagram are for David Sedaris, Margaret Atwood, Edgar Allen Poe, Mark Twain, Emily Dickinson, Neil Gaiman, Ursula Le Guin, Jane Austen, and Oscar Wilde.
Art Direction

Creative Direction
Ethan Schmidt

Art Direction with
Ruben Beddeleem

Stephanie Gonot

Margaret Atwood

Neil Gaiman

Emily Dickinson
Oscar Wilde

Edgar Allen Poe

David Sedaris
Mark Twain

Ursula Le Guin

Jane Austen