Apple

One project that stands out was my work with Apple's MarCom team during the iPhone X era.

While I contributed to the 'Imagination is a Gift' campaign, what made the experience particularly interesting was that I was also involved in customer-facing experiences across the Apple Store ecosystem, including checkout-flow optimization and Apple.com content channels.

It gave me visibility into the entire customer journey: from awareness and engagement through purchase and retention. That experience reinforced how the strongest creative work isn't just visually compelling; it's designed to support measurable business outcomes at every stage of the customer experience.

Imagination is a gift

Ideation, storyboarding, and design. 

Initial ideation

We split into three internal teams, and I partnered with another Art Director to brainstorm core concepts for the holiday launch of upcoming product lines, exploring ways to showcase their features through a vertical-scroll narrative.

We narrowed the ideas down to three concepts, which I storyboarded and presented to the Creative Director and the wider team.

Imagination is a gift - execution explorations

Once the winning concept, The Little People World (later renamed Imagination Is a gift; CD: Sara Golding), was selected and refined, we explored a range of situational narratives featuring our new product lines.

Imagination is a gift - final campaign visuals.

Magical miniature worlds for each product line. The tiny people interacting with products serving as visual metaphors showing creativity, imagination, play, and human connection - all enabled by Apple technology.

Tax Holiday campaign

A  visual system that could scale across multiple executions while maintaining a consistent narrative and supporting campaign objectives.

Back to School

Responsive layout iterations across various channels.

Accessories

Various product-centric layouts for Apple.com