Today at Apple:
creative projects
content strategy, creative development, casting/talent management, scriptwriting, copywriting (social)
THE ASK
As Apple Retail closed its global fleet of stores during lockdown, it needed to find a temporary (at-home) home for its in-store creative education curriculum, Today at Apple.
THE INSIGHT
By the numbers, it was a no-brainer to translate some of the best-performing in-store experiences onto YouTube (over 60 percent of U.S. internet users log on daily, and over half of its viewers are there for educational content).
THE IDEA
”Creative Projects” is a YouTube video series inspired by our most popular live lessons. To make sure our experiential programming would translate seamlessly onto the internet, we enlisted our favorite Instagram-famous creative talents instead of our usual selection of hometown heroes. We also held casting calls for series hosts from a pool of standout store team members.
