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The interesting part was finding the balance: giving every device its own world while making sure everything still felt unmistakably Apple. Different stories, different aesthetics, same language underneath. A lot of the work lived in those details: pacing, hierarchy, imagery, and making sure every asset felt connected no matter where people saw it.

Working on the launch of the iPhone 17 lineup meant helping shape how each product would be introduced across different touchpoints, from Apple.com to Amazon experiences and campaign banners for iPhone 17 Pro, iPhone Air, and iPhone 17. Each model had its own personality, audience, and visual direction, which made the process both challenging and fun.

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