Apple — #ShotoniPhone

From 2020 to 2022, I served as Global Creative Director for Apple’s Instagram, overseeing creative on the brand’s largest organic social platform.

During that time, I led the social launch of two iPhone models, helped reposition the channel’s editorial direction, and developed a range of content series that grew @apple’s audience from 22 to 28.5 million followers.

Below is a curated selection of my favorite content created specifically for Instagram during that era.

Roger Weiss

A master in his craft and an artist whose work I've long admired, it was an honor to work alongside Roger Weiss.

Teach in the Feed

We evolved @apple from a destination for polished visuals into a creative studio built for learning.

We created a library of creator-led mini tutorials that show how to capture compelling imagery using only an iPhone. Each piece was designed to be quick, accessible, and practical, helping people improve their photography straight from their device.

Light Trails with INCITE 🇺🇸

Cinematic Movement with Zono Sann 🇯🇵

Ultrawide Distortions with Roger Weiss 🇨🇭

Color Gels with Travys Owen 🇿🇦

Golden Hour Silhouettes with INCITE 🇺🇸

Photo Fusions with Gaia Barnatan 🇦🇺

Surreal Lighting with Blackcoff.ee 🇺🇸

Lighting Tricks with Christina Nwabugo. 🇬🇧

Creative Cuts with Camila Cornelsen 🇧🇷

Macro with Gentl+Hyers, Gleeson Paulino & Shinya Itahana 🇺🇸🇧🇷🇯🇵

The illusionists

The Illusionists explored the art of visual misdirection, featuring three artists who bend perception and blur the line between reality and deception.

Brooke DiDonato

Max Siedentopf

Aaron Duffy

Pride

Red : Life Orange : Healing Yellow : Sunlight Green : Nature Blue : Harmony Violet : Spirit

The Rainbow Flag is more than a visual icon. Each color carries a distinct meaning, originally defined by its designer, Gilbert Baker. We partnered with artists from across the globe to create imagery that expressed the symbolism behind each color.

We also collaborated with LGBTQ researcher Gerard Koskovich to create @apples’ first long-form IG guide, delving into the history of the flag and its creators.

Led by editorial director Emily Howe, the project came together through collaborations with photographers Laurence Philomene, Isabel Okoro, Mariana Maltoni, Texas Isaiah, Nicolas Bloise, and Justin Wee.