Apple · 2023 · Creative Strategy / Product Positioning
Played a vital role in the creative marketing concepting and asset production strategy across digital, print, social media, and OOH touchpoints for the global March 2023 launch of Apple Music Classical. The app reached 1.4M first-week downloads and No. 1 on the US App Store.
Beyond the campaign assets, I worked on the words. Embedded in Apple’s in-house creative studio, Marcom LA, I shipped copy and creative across film, digital, social, print, and out-of-home, including ‘Apple Music Classical is Here,’ the commercial announcing the app.
To mark the launch, Apple sent a letter in the voice of Tim Cook to key figures across the global classical music industry. I co-wrote the letter alongside the lead copywriter and penned its memorable closing line: “Here’s to creating the next movement. Together.”