Apple — #ShotoniPhone
As Global Creative Director for Apple’s Instagram handle from 2020 to 2022, I was responsible for upholding the brand’s high standards for creativity on its biggest organic social channel.
Highlights included: the social launch of two new iPhone models, a shift of editorial focus in the channel, and many Shot on iPhone content series — resulting in the growth of @apple's community from 22 to 28.5 million followers during my tenure.
Here you'll find a selection of my favorite 100% made-for-IG content from those exciting times.
The illusionists
Reality isn't always as it appears. 'The Illusionists' was a content series showcasing the work of three artists who specialize in deceiving the eye. The content offered an unique and humorous look into the art of deception, giving viewers an inside look at the process and techniques behind the tricks.
Brooke DiDonato
Max Siedentopf
Aaron Duffy
Teach in the Feed
We transformed @apple from a showcase of beautiful content to a creative studio where anyone could learn from the best.
By collaborating with expert creators worldwide, we produced a library of short-form, creator-led tutorials, tips, and techniques for capturing inspiring imagery using just an iPhone. Designed for easy consumption, these are the perfect bite-sized lessons to help you up your photography game, right from your phone. Here's a selection of some of my favorites.
Light Trails with INCITE 🇺🇸
Cinematic Movement with Zono Sann 🇯🇵
Ultrawide Distortions with Roger Weiss 🇨🇭
Color Gels with Travys Owen 🇿🇦
Golden Hour Silhouettes with INCITE 🇺🇸
Photo Fusions with Gaia Barnatan 🇦🇺
Surreal Lighting with Blackcoff.ee 🇺🇸
Lighting Tricks with Christina Nwabugo. 🇬🇧
Creative Cuts with Camila Cornelsen 🇧🇷
Macro with Gentl+Hyers, Gleeson Paulino & Shinya Itahana 🇺🇸🇧🇷🇯🇵
Roger Weiss Commission
It was an honor to work alongside Roger Weiss. A master in his craft and someone whose work I've long admired — witnessing him creating on an iPhone was truly awe-inspiring.
Pride 2021
Red : Life Orange : Healing Yellow : Sunlight Green : Nature Blue : Harmony Violet : Spirit
The Rainbow Flag is more than just a colorful design, each color holds a specific meaning and symbolism. For Pride 2021, we teamed up with artists from around the world to capture imagery that represents the official meanings of each color, as defined by its designer Gilbert Baker.
We also collaborated with LGBTQ researcher Gerard Koskovich to create @apples’ first long-form IG guide, delving into the history of the flag and its creators.
Our editorial lead Emily Howe and her team brought this project to life, working with photographers Laurence Philomene, Isabel Okoro, Mariana Maltoni, Texas Isaiah, Nicolas Bloise, and Justin Wee. Each artist captured a tapestry of color-themed visuals, here are some of the highlights.
Holi 2021
Together with our APAC team and the talented Indian photographer Dhruvin, we captured the essence of Holi in a refreshingly new way - turning its bold colors and expressive faces into a series of abstract masterpieces, shot up-close on iPhone.