Projects — Copy. Creative Direction. Recipes.

Apple

VIDEO
DIGITAL
CULTURE

I spent 3.5 years writing for Apple as an Associate Creative Director. Specifically, working on copy and creative for the Marcom team across websites, DMs, and videos with millions of viewers, spanning product launches and values-driven content. Partnering with design to create photography briefs and maintain a consistent look and feel for Apple sub-brands was a huge priority area. I always love being in the room, virtually or actually, with the designers. Another big part of the work was interviewing people, turning real stories into content for Apple I&D and EDU.

Featured projects

Apple Employee Giving
“Cause More Good” Campaign

There’s a 99.9% chance this video will make you happy-cry. Apple wanted to highlight one incredible employee benefit: their 1:1 match program for monetary donations and time spent volunteering ($25/USD donated per hour volunteered). Our Head of Strategy and I oversaw this project as well as rolled up our sleeves to create the content, work with a composer on the score, and edit meticulously. With the support of our team and a Sr. Copywriter, I led a tagline workshop which led us to our hero: “Cause more good.” I also interviewed people from around the world to hear their volunteering stories for the site and video — which focused on the many categories of giving back. This was a two-day photoshoot at Apple HQ and a three-day edit in Calgary, Canada.

Quick links to work:
I&D / M1 Chip launch / Apple Music / Apple Pay / Education K–12 / Apple Security Bounty / Business + Apps for Work / Supplier Responsibility

Additional projects:

Apple Security Bounty

Apple Security Bounty: This project was more about verbal design and branding than traditional copywriting. We made an all-new site for security researchers and worked on name ideas for a common vulnerabilities and exposures (CVE) reporting tool alongside executive leadership. This work came about following a Machine Learning site launch I worked on.

Where: http://security.apple.com/bounty

Apple Inclusion and Diversity (I&D) + Racial Equity and Justice Initiative (REJI): As a writer with an anthropology background, I took these projects seriously (and still do). I’ve spent countless hours uncovering topics of unconscious bias, micro-aggressions, intersectionality, and gender identity — often through the lens of Apple employees who I interviewed and wrote about. I have worked with I&D teams to write magazine inserts for conferences as well as build presentation decks about I&D’s dozens of partnerships. For the 2021 site redesign, I helped create the overall voice and map out design to reveal a fresh look. On this topic, I became a point person who guided other writers on language and processes. Which led to work on REJI.

Where: apple.com/inclusion / Partner conferences / Partner magazines and sponsored content

Apple Music: I worked with an embedded team to refresh the landing page. We collaborated on creative solutions, figuring out compelling ways to message new features and showcase a balance of artists. That included design and messaging solutions for Apple sub-brands, which had to fit consistently within the layout.

Where: apple.com/apple-music

Mac M1 Chip: Copywriting QA for the launch of the Apple M1 Chip. This was a highly confidential, time-sensitive project, but we all harmonized under pressure. I was responsible for ensuring that the M1 messaging was cohesive across all Mac product pages.

Where: apple.com/macbook-air-m1

Fitness+: Thematic email DMs about international yoga day, upkeeping resolutions, and movement-focused movements including the launch of the Black Unity Band.

Where: In-app and email DMs

Apple at Work / B2B

Apple Business: A site redesign highlighting success stories within the Apple Business offering. My role was to own the Apps at Work page and big up the idea that these tiny things can perform vast technological wonders. Hero line: Apps that change work. And change everything.

Where: apple.com/business/apps