I’ve been a freelance writer on this brand for over a decade now. They keep coming up with new products that are faster, lighter and more powerful. And I’ve had to keep coming up new ways to say faster, lighter and more powerful. Still not sure which is more challenging. But I do know I’m constantly amazed by this brand. Here are a few of my favorite Apple projects:
GRAND OPENING AT GRAND CENTRAL
I was asked to create an announcement that would cover the construction for an incredible new Apple Store coming soon to Grand Central Terminal. I asked if we could use motion graphics, even though the announcement would only be up for a mere 3 weeks. Being smart, cool and deep-pocketed, Apple said yes.
Here's the billboard in action:
(THE VERY FIRST) MACBOOK AIR
What do you write when your assignment is to introduce a revolutionary new Apple product that's "amazingly light and thin"...and you have no idea what that product is (because it's super top secret, you know)? Something like this.
THROW(WAY)BACK: HOLIDAY RETAIL POSTERS
I wrote these headlines back when the iPod was at the top of everyone's wish list.
I wrote these headlines back when the iPod was at the top of everyone's wish list.
Headline: Never give a gift you wouldn't want to borrow.
Headline: Some thoughts are more thoughtful than others.
Headline: Turn a "How could you?" into "You shouldn't have."
Headline: The perfect gift for the like of your life.
A SMALL, RANDOM SAMPLING OF INTER- + OUTER-OFFICE COMMUNICATIONS
During my time as a freelancer at Apple, I worked on just about anything and everything -- not only big product launches but also seemingly small stuff that matters--like online product descriptions, back-to-school offers, recruitment ads, interoffice emails, and a whole lot more.
