APPLE BEST OF APPS AND GAMES
Loved by you. Awarded by us.
For Apple's Best of 2019, we mined real App Store reviews for the campaign copy, so the awards were written by the people who actually used the apps.
App Store awards are Apple's editorial judgment handed down from above. The apps that won had communities behind them, and none of that showed up in how the awards got announced.
THE CHALLENGE
Let the users write it. We mined authentic App Store reviews for testimonials that caught both the practical and emotional sides of each winner, so Apple's editorial vision arrived in the voice of the people who'd already made these apps part of their lives. Built the reveal as a campaign, not an announcement. A :60 hero spot and eight :15 category spots built anticipation ahead of the December 2 reveal. Shot the demo myself. I shot a long exposure photography demo on an iPhone 11 Pro using Spectre Camera, which then won iPhone App of the Year. Ran the day-to-day. I was brought in to be the day-to-day CD on the account, covering client meetings, edit, production, and rollout alongside the agency CD.
WHERE I CAME IN
ROLE
Creative Director, Creative Direction, Art Direction, Photography, Cinematography
CLIENT: Apple (App Store)
AGENCY: AKQA
IMPACT
Apple's first-ever physical media event for the App Store awards
Invite-only NYC event that put developers directly in front of press
Coverage in TechCrunch, CNBC, 9to5Mac, and MacRumors
