Multi-product launch
As an art director and team lead, I was responsible for both, oversight and hands-on production work, in the months leading up to Apple’s 2023 annual developer event. This year brought a new challenge for our large pod of cross-functional partners working on Mac – the launch of three products simultaneously.
Creation and implementation of assets were delivered ahead of schedule across a broad range of channels, platforms, and viewports. That work involved coordination with executives, producers, copywriters, designers, photographers, graphic production artist, developers, engineers, and localization teams.
MacBook Air 15”
Across all three products, I contributed directly to work that fell into product marketing and transactional experience buckets. The launch of the new MacBook Air 15” was a crucial strategic release for the company bringing high levels of expectation and scrutiny during internal review.
Integrated campaign work
Outside of managing a team of designers, leading trainings, and driving working sessions, I was responsible presenting the work at every level of developmental review. In addition, I was also called on to coordinate with the photo team on interactive considerations and asset delivery.
Interactive transactions
Aside from high-touch marketing deliverables, I was also directly accountable for design execution of updated shopping experiences on apple.com, the Apple Store App, and major partner sites like Amazon, Best Buy, and Costco. Imagery and UI work was updated for multiple models and colors.
Mac Studio
Updated CPU options and ports were core offerings to the small, but capable desktop computer aimed at studio professionals. Our team focused on providing customers with inspirational use cases and a digital experience that allows them to virtually handle the hardware.
Lifestyle photography
High quality imagery is essential to effectively portraying the beauty of Apple’s hardware and software. It’s also a fundamental contrasting element to the minimalism of the brand’s layouts and type. Lifestyle photography is a unique challenge at Apple due to its limited use and lofty standards of the brand. I worked on shoot requirements, final shot selection and retouching coordination.
Shopping flows
A broad range of situations and extreme attention to detail are a couple of the primary drivers to the complexity of the new product launch development cycle at Apple. I had a range of impact on all final deliverables working directly in files and as a key stakeholder in dozens of reviews.
Mac Pro
The third product I worked on was Apple’s industry standard-setting desktop model, the Mac Pro. It’s iconic grill, updated performance capabilities, and improved slot expansion options were the core messages to convey to our audience. I contributed work ranging from bespoke heroic placements to small, info-dense technical specs.
Interactive customization
For a product geared toward the most technical creators, stating options and rendering internals clearly were foundational aspects of the shopping experience. I oversaw work that simplifies complexity and offers high-level views or detailed breakdowns depend on user intent.
