 Apple Best of 2019

Loved by You. Awarded by Us.

For Apple's Best of 2019 Apps and Games campaign, the goal was simple: put user voices front and center. Through creative and art direction, the campaign mined authentic App Store reviews for testimonials that captured both the practical and emotional sides of each winner—bridging Apple's editorial vision with the passionate community behind the App Store.

The campaign brought these user stories to life through a :60 second hero spot and 8 :15 second category spots, building anticipation for the official reveal on December 2, 2019. It also included a long exposure photography demo I shot on an iPhone X Pro using Spectre Camera—which ended up winning iPhone App of the Year, creating an unexpected personal connection to one of the featured winners.

The Impact: This marked Apple's first-ever physical media event for the App Store awards, transforming the typical announcement into something more intimate and culturally significant. Tech press ate it up—TechCrunch, CNBC, 9to5Mac, and MacRumors all covered the "unexpected" and "surprise" gathering. The invite-only NYC event brought developers directly to press, letting them share the stories behind their apps rather than just the features—a refreshing departure from Apple's usual large-scale product spectacles.

Role: Creative Direction, Art Direction, Photography, Cinematography