Creativity is just connecting things

I launched the iPad, & iPad mini, and created the longest running Apple commercial campaign “Shot on iPhone” alongside multiple commercial launch campaigns for iPhone, Mac and iPod and headlined the 2013 Keynote with “Apple Intentions”. Winning multiple awards including Clio, One Show and 2013 Cannes Grand Prix and 2014 Gold Lion Design. All this was in support the $691 million Apple spent on advertising in 2010, which tripled to $933 million in 2011 and $1 billion in 2012. Bada Bing!

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Apple Intentions

Debuted at WWDC 2013, 'Designed by Apple in California' marked a defining moment in Apple's journey, reasserting the company's core values. Learn more….

Shot on iPhone

One of the most loved, memorable and effective campaigns in Apple advertising history.

Learn more….

iPod - Share the fun

'Tongue Tied' by Grouplove creates a soundscape that showcases the many ways to connect on an iPod, the 'phone without the phone.' Directed by the the genius Mark Romanek. Learn More

Apple iPad mini Launch

The launch of the iPad Mini featured a straightforward yet effective execution, highlighting that despite its smaller size, the Mini retained all the power and functionality of the standard iPad.

iPad 2 - We’ll always

A clear and impactful concept paired with an elegant demonstration of the iPad's capabilities. This was also a novel approach for Apple, introducing their products to the real world beyond the traditional white backgrounds.

iPad 2 - We believe

Every iPad commercial functioned as a product demonstration, showcasing the device's extensive range of applications, utility, and value. This approach significantly accelerated user adoption and contributed to Apple securing 69.6% of the market.

iPad - Do it all

Create captivating and educational advertising where every moment highlights the benefits to consumers. Apple's iPad commercials stand as a masterclass in consumer-focused marketing.

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Early Work