light up mumbai
apple
via hogarth
2017
copy direction for light up mumbai, a series of creative sessions at apple bkc inviting the local community to explore their creativity around diwali.
this is an example of a today at apple series i worked on end-to-end - from naming, to shaping the programming narrative, to bringing it all together on the page across a suite of sessions, all laddering up to the main series page.
the series was a hit. fully booked, drawing new customers into the store as apple continues to build momentum in this market. set to run again in 2025.
a lot of words below, but just to give a flavour of the depth of the programming.