@apple Sustain

ROLE

Senior Art Director

AGENCY

TBWA\ Media Arts Lab

CLIENT

Apple

In launching the @apple Instagram account, we set a high bar with a compelling anthem film and 38 video vignettes featuring diverse photographers. The challenge then shifted to sustaining the account's momentum. Our team crafted a dynamic social strategy, balancing a cultural calendar with daily posts and Instagram Stories, community briefs focused on timely current events , and photographer spotlights.

Our focus was on creating a global creative community, emphasizing people and art over products and ads, using the iPhone as a unifying lens. We transformed the account into a vibrant platform for artistic expression and cultural exchange, celebrating 'Countless perspectives, one lens,' and elevating it into a revered digital art space.