Sometimes we look back at projects and realize the cultural significance
of those moments. With Apple, you breathe it daily. I feel very fortunate the magical fruit let me play with them over the course of many years.
Nike+
In the early days of Nike+, I was one of the few creatives in the Bay Area who had experience on both Nike and Apple. Although the tagline had already been developed, marrying those voices was a rewarding challenge. Security was so tight on the project, we weren't allowed to leave the building with any documents or use email to share work.
Role: Freelance Writer
IPOD
My partner and I were brought in to shake it up a bit. In the end, revolutionizing the advertising just didn't make sense for an upgrade.
Role: Freelance Writer
encyclopodia
Mr. Jobs was on a mission. The iPod had proliferated and he wanted everyone educated on their specific nuances. He only fired the ECD once during the presentation. I was told that was good.
Role: Freelance Writer
Field Guide
Apple had a camp! Who knew? Music, movies and photography classes for kids. There was so much to tell, we turned it into an adventure. Apparently, kids showed up to class with their Field Guides.
Role: Freelance Writer
