Thinking differently.
Apple is a globally renowned technology company that has created some of the most innovative products over the past few decades. I led art direction and visual design for their 2021 Back to School (BTS) campaign on the Apple website.
Apple is a globally renowned technology company that has created some of the most innovative products over the past few decades. I led art direction and visual design for their 2021 Back to School (BTS) campaign on the Apple website.
Disciplines
art direction
ui/ux design
digital design
art direction
ui/ux design
digital design

The nuances of the campaign lied in its conceptual narrative and visual output. While most visitors to the campaign site generally have a good idea of what to expect and what they’re searching for, there are specific features or attributes about Apple products that casual or new Apple users may not be familiar with.
This campaign sought to educate and delight all of its audiences with those insights through vibrant and concise storytelling.




Other directions explored more linear narratives, in favor of concisely telling the products’ story and features.







Its ultimate output was relatively concise, linear, and simple. This enabled a harmonious matrimony of clever copywriting and detailed illustrations to communicate an energetic and visually lush story.
Simultaneously, it provided users with the knowledge and assurances they needed to make an informed decision at this critical juncture in their educational trajectory.









Created at AKQA / apple
Client: apple
group creative director: jamie roberts
creative director: una walsh
associate creative director (visual): sara golding
associate creative director (ux): wes michaels
associate creative director (copy): joe moon
art director: james edward bonilla
copywriter: alex bravo west
visual designers: eastman garcia, stephanie gigante, john jaber, ashley legiadre, kaitlyn peterson, victoria williams
ux designer: stephanie lenorovitz
project manager / producer: tayra quinones
Client: apple
group creative director: jamie roberts
creative director: una walsh
associate creative director (visual): sara golding
associate creative director (ux): wes michaels
associate creative director (copy): joe moon
art director: james edward bonilla
copywriter: alex bravo west
visual designers: eastman garcia, stephanie gigante, john jaber, ashley legiadre, kaitlyn peterson, victoria williams
ux designer: stephanie lenorovitz
project manager / producer: tayra quinones