Apple
Client Management, Strategic Direction, Production
Mac does that is a global campaign that celebrates what it feels like to work on a Mac. Taking inspiration from the interface itself, our team at CENTER crafted a series of 15-second videos, digital assets, and a library of global translations that encapsulate the experience of working on a Mac—fast, fluid, powerful, and (dare we say) fun.
A true celebration of what makes working on a Mac so special, from opening files, to switching between apps, to the magic of Touch ID, the campaign was so successful that it was rolled out to over 25 regions with a total of 684 spots and 338 static ads in 16 languages.
I was responsible for overseeing the campaign from a client and project perspective, including the international rollout. I was instrumental in directing the strategic positioning, ensuring the highest quality for every asset that reached the world.
Worked on at CENTER
Role: Account Director, Strategic Direction, Producer
Creative Direction: Alex Center, Andrew Galloway
Designers: Forrest Huu Ta
Motion: Joe Wright, Diego Funken