APPLE STORE LAUNCHES

During the construction of any new Apple Store, a "pardon our mess" campaign — from construction barriers to digital content to internal employee communications is created that draws inspiration from the vibe and characteristics of that particular locale.

Role: Creative Director/Copywriter

Hong Kong - Apple Canton Road: Tsim Sha Tsui is one of Hong Kong's busiest and most densely populated shopping districts. Our concept for this location was to position the store as an oasis of inspiration for weary visitors to recharge and explore their creativity. Even the outside barricade with its curvy design motif provided locals and tourists a place to sit and rest from the hubbub of the city.

Miami - Apple Lincoln Road: The ultra-hip South Beach isn't just the creative epicenter for Miami, it's a beacon for artists, musicians, celebrities, makers and shakers around the globe. And to help introduce Apple Lincoln Road, we commissioned the internationally renowned street artist, HENSE, to capture Miami’s creative energy in a mural that served as the visual theme for the store's barricade and all multi-media elements.

New York - Apple Upper East Side: Posh doesn't even begin to describe the toney reputation of NYC's Upper East Side. With its air of sophistication, it's no surprise that Apple Upper East Side found its home in a classically elegant former bank building. The old vault even became a display area for our latest products. So to announce the opening, we created a launch campaign that featured black and white portraits to honor the neighborhood that this store was to built to serve.

Role: ACD