Today at Apple. 2019–present. Editorial lead across Apple’s flagship arts, culture and educational programming across the UK, Europe and Asia.
Powerful Features for Work. 2025. Creative lead on the experience design for a new modular approach to in-store creative learning at Apple.
6 reasons to visit Apple Battersea. 2024. Concept, script and story development for a launch social introducing the new store to the Battersea community.Apple Creative Studios. 2021-24. Developed the global writing system, brand guidelines and copy direction for Apple’s youth arts initiative — building a unified framework that connected cities worldwide while letting each one’s local voice shine. Supported teams from London to LA, Berlin to Bangkok and Tokyo. Apple Creative Projects on YouTube. 2023. Creative lead on an iPad-focused episode with Dallas designer Temi Coker — driving the concept, story and overseeing production through to release.Events writing for Apple Music. 2022–present. Lead writer for launches, performances and series for Apple Music and Apple Music Classical.Light Up Mumbai. 2024. Naming, copy direction and in-store/online UX copy for Apple’s now annual Diwali programming — a celebration of local creativity that brings together artists, designers and storytellers from across the city.Apple Creative Projects on YouTube. 2023. Story development for a Shot on iPhone episode filmed in Mexico City, spotlighting Euphoria set photographer Eddy Chen.Made for Business. 2024. Led naming, brand guidelines and global team onboarding for Apple’s small business identity — defining the voice and creative direction worldwide.Make Your Holiday. 2021. Copy and creative for an interactive iPad project book designed to inspire kids to create and stay connected during the pandemic. GarageBand Remix Sessions. 2022. Led experience design, scripting and UX framework development for a series of in-app remix tutorials built for picture-in-picture on iPhone and iPad.
Change Means Business. 2022. Led naming and copy direction for a series of sessions by Apple and The Dots, empowering freelancers, entrepreneurs and side-hustlers to grow their ideas and businesses.
New World. 2021–23. Creative oversight across two series of forward-looking sessions by Apple and It’s Nice That — exploring the ideas, tools and talent shaping the future of creativity.
ClearScore. 2017. Creating a series of product explainer films designed to make financial health simple and engaging. Spider-Man Promo. 2018. Concept and story for a dual-narrative teaser that let fans switch between overlapping storylines with a single key tap.Cold Soup. 2017. Concept and story for a low-budget explainer film created to inspire entries for PepsiCo’s annual innovation competition.