I helped capture the magic of Apple Retail through photography, video, and design, which included store imagery for apple.com/retail and other platforms. This involved pushing for vibrant, people-centered visuals that required months of planning, casting real employees and customers, securing clearances, and coordinating with vendors skilled in compositing and CG. I also directed anthemic, documentary-style films that highlighted the behind-the-scenes craftsmanship of Apple’s retail experience.

Through unpredictable construction timelines, city permitting hurdles, language barriers, and tight turnarounds, the agile, run-and-gun approach, paired with rigorous creative guidelines, ensured consistent, high-quality results. These multi-year, high-impact efforts have been viewed by millions worldwide on apple.com, Apple Special Events, YouTube, and select stores.