iPhone. Dive.

Role: Creative Director

Media: TV

Cr: Alan Buchanan, Brooks Jackson, Ben Carter, Andrew McKechnie/Prod: Colleen Wellman/Dir: Fredrik Bond/MJZ

This was the first ad I made at Apple, part of the Practically Magic campaign co-created with MAL (Media Arts Lab). MAL made half the ads, we made the other half. Our brand group was in its infancy back then and I’m super proud of the work we produced. I felt ‘Dive’ was important in setting a more human, lighter tone for the brand whilst still keeping it aspirational.