Owned the channel, not a campaign. I was Creative Director on the Fitness+ Instagram account across everything it published: design, layout, art direction, and the voice. Not a campaign that ran for a few weeks, an always-on feed with a release calendar behind it. Held Apple's craft standard at weekly cadence. Typography, layout and art direction on every asset, from the weekly programming templates to one-offs like International Women's Day. A feed is judged on consistency more than on any single post, and consistency at that standard is a design discipline before it's a content one. Launched Time to Walk into lockdown. A 25 to 40 minute audio walk with a guest telling personal stories, delivered to a watch. Dolly Parton, Shawn Mendes, Draymond Green, Uzo Aduba, Misty Copeland. Intimate, slow, and almost impossible to show, launching at the exact moment nobody could go outside. The feed's job was to make a product you couldn't photograph feel like something you wanted. Made the franchise work in feed. Time to Walk came with an identity. I built how it lived on the account, and supervised the social edits, sound design and final cuts.