How a Sam Smith music video was made entirely on iPad

A picture of Sam Smith on an illustrated background
(Image credit: Apple/Future)

Lyric videos were once an entirely unofficial affair, with fans taking it upon themselves to upload the text of their favourite songs to YouTube. As these fan-made efforts have grown in creativity and artistry, musicians and record labels appeared to have taken notice – and are now tapping illustrators to create official music videos.

That's exactly the case with the lyric video for Sam Smith's 'Lose You'. Made in collaboration as part of Apple's 'Made on iPad' campaign, the entire video was made – you guessed it – entirely on iPad. Romanian illustrator Loreta Isac took to Procreate to interpret Smith's tale of heartbreak in the single from their new album 'Gloria'. We talked to Isac about the process of creating the video entirely using iPad and Procreate. (Inspired to create an animation of your own? Check out the best iPad Pro deals available now.)

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.