Fall Launch — Apple Watch
This year's Apple Watch launch had no major hardware update — the story was in the capabilities: health and fitness features driven largely by software and interaction design. Delivering high-impact creative on NPI cycle timelines meant partnering across Watch Brand, Human Interface, ID, Product Marketing, and Retail to make sure the in-store experience reflected how the watch actually worked, not just how it looked.
My RoleRebuilt the plan mid-project when Product Marketing needs shifted priorities away from the original HI-led Watch Face direction, essentially restarting from scratch. Led meetings of up to four teams at once to navigate the timeline setback and keep executive stakeholders aligned.
Fall Launch — Event
Working alongside the Worldwide Events team, produced the physical production elements for the Fall Launch event itself: the on-campus HOA and the pieces closest to the product on stage, including the highly-captured logo build, product fixtures, display tables, and trays. Here, collaboration meant execution, aligning on every detail with Events so the moment on stage came together exactly as planned.
My RoleNavigated sign-off through multiple stage reviews for Apple's highest-profile annual event, working closely with Worldwide Events and the company's highest executives at every stage.
Pride / Black Unity
Two annual identity programs built on the same Watch bay format, each pulling from a different creative source.
For Pride, drew on direction from Watch Brand, HI, and ID around that year's Watch Band to shape a new bay concept — translating seasonal color and material direction into a build that could flex across a wide, shifting range while managing regional localization.
My RoleTook Watch Brand, HI, and ID's seasonal color and material direction and translated it into one bay concept flexible enough to run across every region without breaking.
For Black Unity, worked from a manifesto, packaging design, and creative briefs from Black creators, leaning on input from Watch Brand, HI, Product Marketing, and the Packaging team to keep the production a faithful, protected reflection of their intent rather than just a reference to it.
My RoleHeld the line between creative interpretation and the source material — working from the creators' manifesto and packaging design to keep the build a faithful translation of their intent, not just a reference to it.
WWDC
Produced the highly-photographed centerpiece sculpture at the heart of WWDC, an 8-foot install and the piece that ends up in every recap video and attendee camera roll, across two consecutive years. Returning for a second year meant the relationships built with design, production, and executive stakeholders carried forward. That mattered when year two brought a new challenge: balancing creative ambition against executive timeline and budget priorities, then moving the piece to a second location overnight, with zero room to push the reveal.
My RoleCarried the sculpture's design and stakeholder relationships from year one into year two, then navigated relocating and reinstalling it overnight when the venue changed.
Gaia — Satellite Event
Produced the environment for Gaia, a satellite event held in a rented gallery space in Los Angeles — leading production on the two centerpiece wall sculptures, "hello" and the Apple logo, that anchored the room. Also built out the product layouts across plinths and tables throughout the space, partnering with Industrial Design, Product Marketing, PR, and the Events team to keep the presentation aligned with the product story being told that morning.
My RoleRan a short timeline while designing for two audiences at once: how the room read in person and how it read through an iPhone lens for the content creators in attendance, down to specific lighting and color adjustments.
