Today at Apple

Apple
via Hogarth Worldwide
2019–Present

Copy direction for Apple’s flagship arts and cultural events programme in the UK, and across European and Asian markets.

I oversee an international network of senior writers to shape the identity of each performance, event or series, focused on ensuring editorial consistency, cultural relevance and creative quality in all corners, and across touchpoints—typically covering naming, in store visuals, event information on apple.com, Marcom assets and socials.

For bigger series, which mark key moments in the calendar like Pride, Black History Month, International Women’s Day and Diwali, and crossover moments celebrating the latest releases from Apple Music, Apple TV+ and Apple Podcasts, a deeper creative approach is needed, including crafting an identify for the series and working closely with Apple programming teams to land detailed strategy across an interconnected lineup of experiences, often bespoke to the moment and place.

In English language markets, I work as both a writer and multi-geo creative lead, working closely with design, production and programming teams, and Apple leadership across ther planet, creating new experiences that embody the brand’s global creative vision while tapping into the unique cultural voice of each city.

I also work closely with geo leads and new writers across non English-language markets, reviewing work through backtranslations to ensure the brand style, voice and philosophy is coming through. I also work with teams in new markets to bring them up to speed as Today at Apple continues to grow around the world.

Programming is live and ongoing. You can explore live examples globally at apple.com/today. This selection is just a drop in a very colourful and creativity-inspiring ocean.