Rowan Puri Apple Commercial: Apple’s commercials are known not just for their stunning visuals, but for their evocative soundtracks. A pivotal figure behind many standout campaigns is Rowan Puri, a music supervisor at TBWA\Media Arts Lab working closely with Apple. This article delves into Rowan’s role, creative processes, major campaigns, career insights, and impact on the industry.
H2: Who Is Rowan Puri? Background and Role
Rowan Puri is a Music Supervisor currently employed by TBWA\Media Arts Lab, Apple’s specialized global creative agency. In this role, Rowan oversees music curation, artist partnerships, licensing, and overall sound design for Apple’s high-profile campaigns. With a foundation in international affairs and music, Rowan has carved a unique niche at the intersection of branding, creativity, and music
Before joining TBWA, Rowan’s journey included roles in music marketing and licensing—possibly involving outlets like Stones Throw Records and VICE Media, where they honed licensing expertise and industry relationships These early experiences deeply influenced how music is integrated into major brand storytelling.
H2: Creative Process Behind Apple Ads
H3: Selecting the Perfect Musical Tone
Rowan begins each project by identifying the emotional core of the campaign. Whether it’s a groundbreaking iPhone launch or spot highlighting accessibility, they focus on evoking feelings like nostalgia, innovation, or inspiration. Rowan often collaborates early with directors and editors to ensure the sound and visuals mesh seamlessly.
H3: Licensing and Artist Relations Expertise
One of Rowan’s strengths lies in negotiating licensing deals that benefit both Apple and artists. Drawing from experience at music-focused institutions, Rowan leverages industry connections to secure rights to tracks that elevate the brand, while also advocating for creative and fair compensation
H3: Long-Term Integration for Iconic Campaigns
Rowan’s strategy involves anticipating campaign longevity—using music that resonates across global audiences and remains effective over various storytelling formats. According to LBBOnline, they were credited on the notable “Apple – The Invincibles” campaign on 19 June 2025. Their ability to blend music and narrative enhances brand consistency and emotional impact.
H2: Notable Apple Campaigns Supervised
H3: “The Invincibles” Campaign
Rowan supervised the music for Apple’s “The Invincibles” commercial, which emphasized accessibility and inclusivity. The emotional resonance and thematic alignment with Apple’s brand mission added depth to the visual storytelling. The campaign earned an elite shortlisting at the D&AD Awards in 2024
H3: AirPods – Quiet the Noise
In the award-winning “Quiet the Noise” commercial for AirPods Pro, the production—led by TBWA\Media Arts Lab and Iconoclast—depicted a scene where urban chaos literally levitates off the screen, simulating active noise cancellation. Rowan, as Music Supervisor, played a pivotal role in creating a soundscape that reinforced the immersive consumer experience and was recognized with a prestigious Gold Pencil at The One Show
H3: “Those That Follow” – Shot on iPhone 13 Pro
This atmospheric branded video won recognition at ONE Asia Creative Awards, showcasing Rowan’s global impact. The film’s eerie, suspenseful tone perfectly matches the product showcasing under dim-light environments, highlighting the iPhone 13 Pro’s night‑mode capabilities. Rowan is credited as Global Executive Producer on this campaign, emphasizing their strategic role in aligning mood with branding
H2: Rowan Puri’s Career Path
H3: Music Industry Foundations
Before transitioning to advertising, Rowan worked across music marketing and licensing coordination. This included internships and collaborations with live venues and publications where they refined skills in artist relations, brand communication, and content curation
H3: Advancing at TBWA\Media Arts Lab
Joining TBWA around 2021 and rising to Music Supervisor by 2023, Rowan has taken on responsibility for some of Apple’s most prominent campaigns. Their growth reflects not just creative skill, but strong leadership and team collaboration within one of the world’s most influential tech brands
H3: Ongoing Contributions in 2025
In 2025, Rowan’s influence expanded through work on campaign collaborations like Usher’s Super Bowl LVIII halftime mini‑doc for Apple Music—using innovative filming methods centered on 40+ iPhones. Their name is now synonymous with Apple’s audio‑visual storytelling across high-profile global events.
H2: Impact and Industry Recognition
Rowan Puri’s influence extends beyond Apple campaigns into industry-wide creativity and music strategy. Their work has earned prestigious awards: The One Show’s Gold Pencil for AirPods campaigns, ONE Asia accolades for iPhone branded videos, and shortlistings at D&AD for “The Invincibles”
By fostering synergy between director, editor, and creative teams, Rowan sets standards for how music in advertising enhances brand storytelling. Their practice—including global trend awareness, licensing ethics, and multimedia integration—strengthens Apple’s emotional messaging power on a global scale.
H2: Lessons from Rowan’s Approach
To emulate Rowan’s success, consider these key takeaways:
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Start with Emotion: Anchor your project in emotional tone before selecting music.
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Negotiate with Integrity: Secure rights while ensuring fairness for artists.
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Think Ergonomically: Choose tracks that age well across multiple campaign formats.
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Collaborate Early: Music deserves to be integrated from storyboarding through final edit.
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Build Cross-Industry Networks: Rowan’s network—from music to production—underpins successful partnerships.
Conclusion
Rowan Puri is a standout figure in modern advertising, blending a passion for music with strategic acumen to define the sonic identity of major Apple campaigns. From “The Invincibles” to AirPods – Quiet the Noise, their work fuses emotional storytelling and brand identity through thoughtful music supervision.
As Apple continues its multimedia journey, Rowan’s contributions are sure to remain at the forefront of iconic soundscapes. Aspiring music supervisors can learn from Rowan’s empathetic, collaborative, and innovative approach to curating music that resonates across audiences and cultures.
FAQs
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What exactly does a music supervisor do?
A hybrid of curator and negotiator, a music supervisor selects the musical tone, approves licensing, and ensures audio supports the creative vision. -
Which Rowan Puri campaigns are most celebrated?
Most notably, AirPods – Quiet the Noise, iPhone 13 Pro film, and The Invincibles campaign received widespread accolades. -
How does Apple source music for ads?
Through music supervisors like Rowan, working with agencies such as TBWA to select and license tracks that align both emotionally and strategically with brand messaging. -
Can smaller brands follow Rowan’s approach?
Absolutely. Begin by clarifying emotional goals, collaborate early with creative teams, and respect both artists and budgets in licensing negotiations. -
Where can I follow Rowan Puri’s work?
Watch future Apple campaigns and check platforms like LBBOnline or NewsDipper for credits related to upcoming TBWA campaigns.
