apple
Dell finally developed an elegant laptop meant to compete with Apple and Microsoft. And they wanted to let the world know that every aspect of it had been thoughtfully designed and considered. So to launch it, we decided to literally show – and celebrate – every single piece. The result was a spot that showed how every little thing in this machine was, indeed, everything. And we proved that when you focus on the details, what you get is something even greater than all its parts. We also created a campaign of :15’s that focused on one individual feature of the machine at a time. Set to an exciting track of music that fit perfectly with our campaign.
Apple
When you spend 5 years working on Apple, you're gonna work on a lot of different Apple things. So here are few campaigns I had a hand in creating. And when I say few I mean few. What's really cool is that everything I worked on had to be approved by Steve Jobs himself.
SIRI
When Siri was launching, we had a very odd challenge: how do you make AI interesting? The technology itself was very cool and cutting edge. But bringing it to life in a simple and compelling way was proving difficult. And in order for Siri to get smarter, we needed people to start using her -- a lot. So we created a campaign filled with some of the most interesting celebrities on the planet, using Siri just like anyone would. Proving her value -- and creating fun, engaging commercials along the way.
iPHONE 5 LAUNCH
I’ll say this: working on demo spots for Apple remains one of the most challenging and grueling campaigns I’ve ever worked on -- but it also remains one of my proudest. As you probably know, Steve Jobs always demanded perfection. So even simple spots meant to show how the phone worked needed to be the absolute best. I’m extremely proud of how these turned out. They’re simple and profound with a dash of humor. Just what Steve always liked.
FACE TIME GLOBAL LAUNCH
Apple is a big, international client. So we often had to do big, international work. Which was always a challenge, if you didn’t speak every language ever invented. Well, when we had to launch their FaceTime feature to Japan, rather than learn Japanese, we just picked a song that was pretty universally loved and let it do the hard work. (Although after this project, I really never want to hear it again.)
MAC
What can you do with a Mac? Honestly, what can’t you do with a Mac? This is a machine perfect for business, for families, for college students — for anyone with an idea.
Ipad
Back before people knew what an Ipad is, I had to help tell them what it is. So these were simple, beautiful spots meant to introduce a brand new technology to the world.
MORE iPHONE
When I first started working on Apple these product demo spots were a huge hit. So I was lucky enough to make more of them. Lots more.
