The AppleCare+ digital team set out to produce its flagship promo video and give the service a clear brand voice. I was brought in as lead creative on a lean crew where I developed and produced a hero film that worked as both a marketing piece and a product explainer.

With no physical product to feature, we developed a playful design system that grounds and humanizes the benefits of AppleCare+. Emojis, Memojis, fourth-wall-breaking 3D moments, and plenty of typographic gags, this video formed a voice for AppleCare+ that didn't exist before. It was translated into 40+ languages across six different lines of business, totaling 240 pieces of content that my team QCed and shipped.

Branding a legacy product that had little previous visual development was a fantastic but daunting challenge. In the early days, we took a broad and open-ended approach to concepting what the look of AppleCare+ could look like. Here is just a small sample of some of our experiments!