My year at Apple was the moment motion design stopped feeling like a lane and started feeling like a language. I joined the 'Special Projects Team' focused entirely on augmented reality experiences— well before Vision Pro — finding new ways to use AR as both a storytelling tool and a marketing medium. We created the AR experience living inside Apple Park's Visitor Center, built immersive assets for every quarterly event, and designed AR invites for exclusive in-person attendees. It was my first real taste of designing in close collaboration with engineers, and it changed the way I think about what the work can do.
Several other projects from my time at Apple remain under NDA and unreleased — and while I can't share them here, they represent some of the most ambitious and formative work of my career.
Spring Loaded
April 2021 – Apple Event
Overview
Roles:
Art Direction
Concept
Previs
Apple's April 2021 event, Spring Loaded, arrived with a brand identity built around energy, color, and movement. Tasked with translating the Marcom team's visual direction into an AR experience, we let the identity speak for itself — kinetically.
The experience surrounds you with ribbons of color that dance and weave through the air in every direction, choreographed to music. There's an immediacy to it — color and sound moving together, wrapping around your space, pulling you into the rhythm of the moment.
And then the finale: the ribbons converge. Flowing from every direction, they spiral inward and form the Apple logo — hanging in the air in front of you, built entirely from the motion that came before it. It's a payoff that earns its moment.
The process began with the event's design language — studying the brand direction from Marcom and translating it into style frames that captured the feeling before a single line of code was written. From there, test animations were built and validated through motion tracking, allowing us to pressure-test how the ribbons and color would behave in real space. Once the vision was locked, the work became a close collaboration with technical engineers — bridging the gap between design intent and what was buildable, and making sure nothing was lost in translation.
California Streaming
September 2021 – Apple Event
Overview
Roles:
Art Direction
Concept
Previs
Apple's Spring 2021 event, California Streaming, gave us a clear directive from marketing: capture the spirit of California. But the moment we received the brand direction, we saw something more — a chance to transport the viewer through a portal.
The concept was immersive and visceral: you don't just tap through — you walk through. Stepping into the Apple logo pulls you out of the ordinary and transports you into a serene, living world that breathes with music, light, and the quiet beauty of nature.
Our goal was to create a sense of awe — the kind you feel standing at the edge of something larger than yourself. Every design decision was in service of that first moment of wonder: the way the environment unfolds around you, the way sound and space feel inseparable, the way nature and music become the same thing.
To bring the experience full circle, we extended the concept into a dedicated marketing asset. Shot on location at Apple Park, the piece was composited in After Effects — weaving the real and virtual together to show the world what stepping through the portal actually felt like.