Apple
Critical Mass (Confidential)
Art Direction
Creative Direction
Project Management
In 2023, I was recruited by Critical Mass to join the Apple account in Cupertino, working on launch communications and digital experiences for new product releases. The work has ranged from design systems for the Apple Store app to interactive product storytelling and campaign materials developed across Apple's ecosystem.
What began as an opportunity to contribute quickly became something more. I've been promoted twice since joining and now serve as an Associate Creative Director, guiding teams of designers and art directors as we bring new Apple products to market.
Working alongside Apple has sharpened the way I think about craft, clarity, and intention. The bar is high, and that standard has shaped not only the work we produce, but how I lead. I focus on creating space where considered perspectives are welcomed, collaboration is thoughtful, and creatives are empowered to grow.
Many of these projects remain confidential under NDA. Please reach out directly if you'd like access to a private presentation of the work.
What began as an opportunity to contribute quickly became something more. I've been promoted twice since joining and now serve as an Associate Creative Director, guiding teams of designers and art directors as we bring new Apple products to market.
Working alongside Apple has sharpened the way I think about craft, clarity, and intention. The bar is high, and that standard has shaped not only the work we produce, but how I lead. I focus on creating space where considered perspectives are welcomed, collaboration is thoughtful, and creatives are empowered to grow.
Many of these projects remain confidential under NDA. Please reach out directly if you'd like access to a private presentation of the work.
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