Creature, the Seattle and London-based international creative agency is behind a new campaign to celebrate the art of the app developer.

Devised for the HP webOS mobile platform, Creature’s global campaign looks beyond the technical challenges of creating apps, and re-brands the process as ‘Mobile Expressionism’ – positioning developers as modern day artists, able to demonstrate their contributions to popular culture using mobile content.

Creature commissioned several leading illustrators and artists to create nine bespoke pieces of original artwork inspired by popular mobile apps. The resulting silkscreen prints are visual representations of HP webOS apps created for The New York Times, Angry Birds, Evernote, Pandora and Flickr.  

The campaign’s key online assets are a series of 90-second films featuring developers from Facebook, Sony Pictures and DreamWorks SKG. Titled ‘Meet the Mobile Expressionists’, each film illustrates how these high-profile developers use webOS to realize their work across photography, film and games, as tangible mobile content.

Jim Haven, founder and chief creative officer at Creature, said: “I’m a huge fan of letting technology influence traditional art forms and vice-versa. This really showcases a contemporary vantage on creativity with apps as an art form influencing what we would conventionally view as art."

Creature has worked with the brand for the last year but has been working with the Palm brand since 2008, which was acquired by HP in 2010.