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 launch of two new iPhone models, a shift of editorial focus in the channel, and many content series — resulting in the growth of @apple's community from 22 to 28.5 million followers during my tenure.

Here is a selection of my fave 100% made-for-IG content from that era.

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.

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.

We produced a library of creator-led mini tutorials 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.

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

A master in his craft and an artist whose work I've long admired it was an honor to work alongside Roger Weiss.

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. 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.