The Voice of @Apple on Instagram
Selected by Media Arts Lab to conceive and execute all copy for launch and beyond of the highly anticipated official @Apple Instagram handle, I completed a comprehensive tactical analysis and implementation of language, substance and cadence for a worldwide audience. As the only writer on the project, I executed virtually every copy need — both for the handle and all peripheral support.
Please click on the images to expand and read.
“@Apple is our first step in taking “Shot on iPhone” beyond just a campaign. This channel is not only where our concept grows in size and reach, but more importantly, maturity. This is our evolution.”
6 years later, it has amassed 31 million followers.
All @Apple Instagram posts are UGC-based… and that takes a lot of work. I conducted interviews, both over the phone and in-person, with iPhone users around the world. Our conversations often had to be translated and then transcribed, allowing me to pull quotes to be used for captions.
The 7-Day Cycle: A Community Brief posts with a video, submission info and hashtags. A week later, the corresponding Showcase is posted with our favorite UGC images from the hashtagged entries. I produced the scripts and all copy for @Apple’s most popular franchise.
Community Brief Selects
COMMUNITY BRIEF: A To B
community brief: Dawn
community brief: above
community brief: Earth
Full-length briefs for each @Apple Community Challenge. In composing the first 20 of these experiences over the course of @Apple’s first year, I effectively set the tone and feel of the channel’s most engaged series.
Awards/Honors
2018 Cannes // Gold Lion: Social & Influencer Lions - Co-Creation & User Generated Content
2018 Cannes // Silver Lion: Mobile Lions - Co-Creation & User Generated Content
2018 One Show // Silver: Social Media - Social Engagement & User-Generated Content
2018 One Show // Bronze: Social Media - Social Engagement & Community Building
2018 Webby Awards // Social Media - Features
Press: TIME, Creativity Online, Forbes, Variety & The Verge