Rowan Puri Commercial Apple: Behind the Music of Apple’s Most Iconic Ad Campaigns

In the realm of global advertising, few brands command the kind of creative prestige and cultural resonance that Apple does. From its minimalist product reveals to emotional short films and viral commercial hits, Apple has continually set the gold standard in storytelling and brand engagement. At the heart of many of these unforgettable ad experiences is the power of music. And behind that music? One of the unsung heroes of modern advertising is Rowan Puri. This article explores the influence and contributions of Rowan Puri in crafting some of Apple’s most memorable commercial moments. As a Music Supervisor at TBWA\Media Arts Lab—Apple’s dedicated creative agency—Puri has played a pivotal role in shaping the soundscape of Apple advertising. Whether it’s a tender story about resilience or a high-energy launch of the latest iPhone, the choice of music has never been incidental. It’s deliberate, thoughtful, and deeply impactful—and Rowan Puri has become a key figure in that process.

Who Is Rowan Puri?

Rowan Puri is an LA-based music supervisor whose career trajectory perfectly aligns with the evolving landscape of brand-driven storytelling. With a background in International Affairs and Business from The George Washington University, Puri’s foray into music started with college radio and artist promotions. Over time, he transitioned into roles that blended creativity with business—working at VICE Media, Stones Throw Records, and eventually, TBWA\Media Arts Lab, Apple’s long-standing global agency partner.

At TBWA, Rowan Puri quickly distinguished himself as a forward-thinking curator of sound, aligning cutting-edge musical talent with Apple’s meticulously crafted narratives. He was promoted to Music Supervisor in 2023 and has since been credited with several impactful campaigns that exemplify the emotional and aesthetic power of music in advertising.

Apple Commercials and Rowan Puri’s Signature Style

While Apple commercials are instantly recognizable for their clean visuals and innovative concepts, the auditory component often plays an equal—if not greater—role in their effectiveness. Rowan Puri’s role involves identifying the perfect track, securing licensing, collaborating with musicians, and ensuring that the music aligns seamlessly with the visual and thematic goals of the campaign.

Here are a few standout Apple campaigns that highlight Rowan Puri’s impact:

The Invincibles (Shot on iPhone Campaign)

One of Puri’s most lauded projects is the emotionally stirring “The Invincibles” campaign. Released as part of Apple’s ongoing Shot on iPhone series, the ad celebrated National Dog Day by spotlighting disabled rescue dogs who use prosthetics with the help of Apple’s LiDAR technology.

• Why It Stands Out:
  • Touching narrative with real-world impact.
  • Music created a deep emotional connection, elevating the story.
  • Achieved over 14.7 million views and a 300% increase in prosthetics applications.

Rowan Puri was the music supervisor responsible for selecting the evocative soundtrack, balancing warmth and inspiration in a way that transcended traditional tech marketing. The campaign was shortlisted by D&AD in 2024 and won a Merit award at One Show under the “Creative Use of Technology” category.

iPhone Horror Short: “Those That Follow”

Venturing into genre storytelling, Apple launched a horror short film in Thailand titled “Those That Follow,” shot entirely on the iPhone 13 Pro. The short film was part of a regional Apple campaign that underscored the iPhone’s cinematic capabilities.

• Impact:
  • Won a Graphite Pencil at the D&AD Awards in 2023.
  • Music underscored tension, fear, and atmosphere essential to the horror genre.

Again, Rowan Puri was instrumental in curating a soundscape that elevated the narrative while showcasing the iPhone’s technical prowess. His attention to audio detail helped push the boundaries of what an “ad” could be—blurring the line between commercial and art film.

Usher x Apple Music – Super Bowl LVIII Halftime Show (2024)

In the lead-up to Super Bowl LVIII, Apple released behind-the-scenes content and mini-documentaries for Usher’s Halftime Show, exclusively produced for Apple Music. Rowan Puri handled the music curation for this series, which needed to reflect both the artist’s legacy and Apple’s premium positioning.

• Creative Direction:
  • Balance of nostalgia and modernity.
  • Licensing hits and rare tracks that spoke to Usher’s journey.

This project exemplified Rowan’s versatility—not just working with original scoring but also weaving well-known tracks into storytelling that’s as much about culture as it is about commerce.

Music Supervision: More Than Just Picking Songs

What makes Rowan Puri’s role so essential to Apple’s commercial success is the nuanced and multi-layered approach he brings to music supervision. His work isn’t just about selecting songs—it’s about crafting a sonic identity that enhances storytelling, builds emotional resonance, and aligns with Apple’s values of innovation, elegance, and empathy.

The Process:

• Creative Brief Interpretation: Understanding the core message and mood.
• Music Discovery & Curation: Digging into emerging artists, independent labels, or custom compositions.
• Licensing & Legal: Ensuring rights are secured affordably and ethically.
• Artist Collaboration: Working directly with composers, singers, and producers to fine-tune audio.
• Mixing & Integration: Collaborating with sound designers and editors for perfect sync.

Industry Recognition & Thought Leadership

Rowan Puri’s contributions are not going unnoticed. His work has earned industry accolades, and his name is increasingly mentioned in discussions about how music influences consumer perception and emotional impact.

His holistic approach aligns with broader trends in advertising, where brand experience is as much about how something sounds as it is about its visual appearance. In an age of audio-first content (think TikTok, Reels, and podcasts), Puri’s work is especially relevant and timely.

The Future of Apple Commercials with Rowan Puri

As Apple continues to explore new avenues in augmented reality, spatial computing, and AI, music will remain a critical element in making these innovations feel human and relatable. Rowan Puri, with his keen ear and cultural fluency, is perfectly positioned to lead that auditory evolution.

Expect to see more genre-bending campaigns, more artist partnerships, and even more emotionally rich stories powered by unforgettable soundtracks. Whether it’s the launch of the next iPhone or a heartfelt mini-doc shot on iPad, you can bet that if Rowan Puri is behind the music, it’s going to make you feel something.

Final Thoughts

Rowan Puri Commercial Apple may not yet be a household search term, but it encapsulates a vital piece of the magic behind Apple’s marketing machine. In a world overwhelmed by noise, Rowan Puri is crafting soundtracks that cut through—deepening emotional connections, inspiring millions, and quietly redefining what commercial storytelling sounds like.

As brands increasingly recognize the value of music in crafting identity and memory, professionals like Rowan Puri will not just support the story—they will help tell it. And in Apple’s case, he’s already doing just that.