6 reasons to visit Apple Battersea. 2024. Concept, script and story development for a launch video introducing the new store to the Battersea community.Today at Apple. Ongoing since 2019. Copy direction for Apple’s flagship arts and culture programming across EMEA and APAC.
Powerful Features for Work. 2025. Creative lead on the experience design for a new modular approach to in-store creative learning at Apple.
Apple Creative Studios. 2020–24. Writing system, brand guidelines and copy direction for Apple’s global youth arts initiative, supporting teams across cities from London to LA, Berlin, Bangkok and Tokyo. Apple Creative Projects. 2023. Script and story development for a Shot on iPhone episode filmed in Mexico City, featuring Euphoria set photographer Eddy Chen. Made for Business. 2024. Naming, brand guidelines, global team onboarding and oversight for Apple’s small business identity.Light Up Mumbai. 2024. Naming, copy direction and end-to-end series copy for a now annual programme celebrating local creativity at Diwali. Apple Creative Projects. 2023. Creative lead on an iPad-focused episode featuring Dallas designer Temi Coker, from concept through to final release and on-set script supervision.Events writing for Apple Music. Ongoing since 2022. Writing for flagship launches, one-off performances and regular series worldwide for Apple Music and Apple Music Classical.GarageBand Remix Sessions. 2022. Experience design, script work, and UX framework development for a series of in-app remix tutorials designed for picture-in-picture on iPhone and iPad.New World. 2021–23. Creative oversight for two series of future-facing sessions created by Apple and It’s Nice That.
Change Means Business. 2022. Naming and copy direction for a series of sessions for freelancers, entrepreneurs and side-hustlers created by Apple and The Dots.
Make Your Holiday. 2021. Copy and creative for a project book made for iPad to get kids creating during the pandemic.ClearScore. 2017. Concept, script and storyboards for a series of product explainers simplifying financial health. Spider-Man Promo. 2018. Concept, script and storyboards for a dual-narrative teaser letting fans jump between overlapping storylines with the tap of a key.Cold Soup. 2017. Concept, script and story for a low-budget explainer created to inspire PepsiCo’s annual innovation comp.