Years of work on iPhone taught me to be incredibly tight with strategy, and push for the simplest of things to communicate. Once you have that, the creative possibilities are endless. And at MAL, the crafting of it was, too.
SIRI Launch
This launch was every childhood Jetson dream brought into reality. It needed no help with hype. What it needed, was to feel extremely, almost unceremoniously, human.
AN iPhone3G CHRISTMAS
To keep iPhone top-of-mind during the gift-giving season, we updated an old classic, the Apple way.
iPhone + Verizon Launch
After years of only being available on the AT&T network, the iPhone was coming to Verizon. We had to announce the exciting news, without pissing off AT&T.
iPhone5
As the iPhone got better and better over the years, the changes between versions were smaller and smaller. So we focused this launch on Apple’s commitment to every little detail.
And when Apple swore they would never made “one of those huge phones”, we went ahead and made this. (Famous last words.)
