Apple
Critical Mass (Confidential)
Art Direction
Creative Direction
Project Management
In 2023, I was contacted by a recruiter about an exciting opportunity to join Critical Mass and work on their Apple account in Cupertino. It has been an incredible experience, and while I’m limited in what I can share publicly, my work has ranged from shaping design systems for iOS apps like the Apple Store App to crafting interactive experiences that introduce new products to the world.
What began as a chance to contribute quickly evolved into greater responsibility; since joining, I’ve been promoted twice 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.
As a leader, I focus on creating that space: one where strong perspectives are welcomed, collaboration is thoughtful, and creatives are empowered to grow.
These projects are password protected to conform with NDA agreements. Please contact me if you would like to see a private viewing:
What began as a chance to contribute quickly evolved into greater responsibility; since joining, I’ve been promoted twice 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.
As a leader, I focus on creating that space: one where strong perspectives are welcomed, collaboration is thoughtful, and creatives are empowered to grow.
These projects are password protected to conform with NDA agreements. Please contact me if you would like to see a private viewing:
– 2026