Apple

MacBook Pro Launch

Apple ask: concept + design an immersive Editors Experience for media to take a journey through a Manhattan penthouse & experience the workflow of relevant influencers from fields as varied as science to art.

Role

 Creative Director

Agency

The Participation Agency

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OVERVIEW

 I collaborated with key Apple stakeholders and twelve influencers such as 'Despacitio' creator Carlos Perez to develop, design, and execute an experiential product journey for top-tier tech media to preview the new MacBook Pro – the biggest Mac hardware news since the rollout of the Apple iMac Pro in 2017

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VENUE

As part of a longterm program, we executed activations  for various verticals in a NYC loft.  

 

 

For each event, we collaborated with the relevant PR + PM teams, and the influencers to understand needs & design the experiential journeys accordingly. 

INFLUENCER WORKFLOW

 For this hardware release, we collaborated with creative pros like Aaron Axelrod who illustrated how he creates his Mermaid Vomit & Ectoplasm projects with the MacBook. 

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The journey included music Influencers like EDM producer Oak Felder & 'Carlos Perez who directed Despacito.' 

Scientist Saul Kato revealed computational brain function respectively in lab-like settings. 

ADDITIONAL HIGHLIGHTS

Leading adventure photographer Lucas Gillman illustrated his gigapixel photography with a data workflow that takes weeks versus months. Spanish photographer Daniel Beltrá shared his aerial photography demonstrating human impact on the environment.