Creative Direction
Apple 50: Chengdu
A live brand moment shaped by artist, city and culture.
For Apple’s 50th anniversary celebrations in Chengdu, Black Skull worked on a live performance built specifically around Chris Lee, Apple Taikoo Li Chengdu and for a Chinese audience.
The project required specificity. This was not a generic brand moment placed in a new city; it needed to draw from the artist, the location and the cultural context of Chengdu. Black Skull led creative direction, stage design, content design and choreography, bringing to life a multi-level live environment with elevating platforms, a monolithic screen structure and a cast of dancers.
The visual language was shaped around the energy of Chengdu: contemporary, architectural and rooted in a sense of place. The performance brought together artist staging, movement, scenic design and brand storytelling into a public-facing live moment for Apple’s anniversary year
For Apple’s 50th anniversary celebrations in Chengdu, Black Skull worked on a live performance built specifically around Chris Lee, Apple Taikoo Li Chengdu and for a Chinese audience.
The project required specificity. This was not a generic brand moment placed in a new city; it needed to draw from the artist, the location and the cultural context of Chengdu. Black Skull led creative direction, stage design, content design and choreography, bringing to life a multi-level live environment with elevating platforms, a monolithic screen structure and a cast of dancers.
The visual language was shaped around the energy of Chengdu: contemporary, architectural and rooted in a sense of place. The performance brought together artist staging, movement, scenic design and brand storytelling into a public-facing live moment for Apple’s anniversary year
Assistant Choreographer:
@ainsleyrickettsMiss Priceless and Queen and the Dreams tour Choreography:
@zaccmilneProduced and Stage Design:
@auditoireAuditoire Creative:
@posterjulienAuditoire Producer:
@lililala771Costume Design:
@sophealilesbaileyShow Calling:
@cue2cueteamsLocal Creative Fixer:
@fifi_xiou.oPhotos:
@panoptistryAdditional Photography:
@appleCreative Direction:
@weareblackskullContent Design:
@blackskullstudio__Choreography:
@weareblackskullAssistant Choreographer:
@ainsleyrickettsMiss Priceless and Queen and the Dreams tour Choreography:
@zaccmilneProduced and Stage Design:
@auditoireAuditoire Creative:
@posterjulienAuditoire Producer:
@lililala771Costume Design:
@sophealilesbaileyShow Calling:
@cue2cueteamsLocal Creative Fixer:
@fifi_xiou.oPhotos:
@panoptistryAdditional Photography:
@apple
"Over a 20-year career, Lee has remained true to her artistic roots. Early on, she cited Apple’s iconic “Think Different” campaign as a creative inspiration — an influence that fed into her pioneering musical expression, dynamic stage presence, and forward-looking aesthetic. Today, she stands as an iconic cultural figure spanning music, fashion, and the arts."
