I began my career as an art director at TBWA\ Media Arts Lab. While there, I worked on several broadcast campaigns for many of Apple's marquis products including iPhone and Apple Watch.
MacBook - Stickers
In 2014, MacBook marked its tenth consecutive year as the world’s best-selling laptop. Naturally, Apple wanted to take a victory lap, not to tout sales or innovation but instead to highlight the deep affinity its community had for the product. Our spot showcased the myriad of ways that MacBook users personalize their notebooks, adorning them with stickers and decals in seemingly infinite ways.
iPhone 6s - Onions
The announcement of 4K video on iPhone 6s was a big deal. So big, in fact, that we wanted to make a spot that would reflect the epic nature of this news. The result was a spot that told the story of a girl, her iPhone and the wild ride that would follow her from amateur video maker to award-winning auteur. Conveniently, I lampooned my experience as a film school student in this spot.
iPhone 6s - Feature Shorts
Every year Apple rolls out new iPhone features that make everyday tasks a little easier and more delightful. Bill Hader, Jamie Foxx and Steph Curry were all part of the campaign. My partner and I developed scenarios that we vamped with these mega stars once they were on set.
We ended up shooting a ton of of these bits expecting to choose one or two for a final single commercial. But in the end, there was so much good material to work with that we ended up cutting several short vignettes and turning them into individual spots.
iPhone 6s - Hey Siri
“Hey Siri” was part of a larger campaign for the launch of iPhone 6s. To break the news of hands-free Siri, we came up with a series of scenarios that would showcase all the ways that one could use iPhone with just their voice. From and Indian bride in England commanding Siri while getting her hands tattooed with Henna to Penelope Cruz in her home in Spain locating her phone just by calling out for Siri, this series was a hit.
Shot On iPhone
iPhone revolutionized not only how we take pictures but how we see the world. I was fortunate enough to have the opportunity to work on the iconic ‘Shot on iPhone’ campaign in 2017. We spent months scouring the Internet for the most breathtaking iPhone video footage and edited them into a series of vignettes that ran in broadcast worldwide.
Apple Watch - Close Your Rings
When the Apple Watch first launched it was positioned as an iPhone for your wrist. But there was a problem— what was the watch really for? Our team was tasked with repositioning Apple Watch as a fitness device made to get you off your phone (and off your butt) and moving.
Borrowing from the product’s movement tracking UI, Activity Rings, we came up with the tagline “Close Your Rings” as a rallying cry to people everywhere. Our proposition was simple— no matter how you move, Apple Watch’s Activity Rings are a simple way towards better health.
