Setting the Stage:

The Goal: Hit the ground running! I was recruited to step in last-minute when the iPhone team in Apple Marcom lost a Sr. Copywriter just 2 months before Apple’s iconic Fall Launch. This was in preparation for the launch of the new iPhone 17 models.

The Creative Challenge: Mastering Apple’s voice quickly—the perfect balance of aspirational, minimalist, and punchy. I had to ensure my writing was indistinguishable from the established campaign voice within my first week of onboarding. As I came aboard, the other copywriters on the team went OOO for 4 days, leaving me in charge of the “staging” process, the ramp-up to the actual global launch in September. I had to be quick, scrappy, and extremely agile!

The Work: Ensure all launch-related copy (Apple Store messaging, emails, landing pages, digital ads) was on-brand, accurate, error-free and reflective of Apple’s unique voice and brand. I partnered with creative, UX, and product teams to prepare global marketing platforms for launch.

The Skill: Brand Stewardship, Copywriting & Voice Continuity. I’m limited by an NDA, but if you’d like to know more about my work at Apple, ask me and I’ll tell you what I can! 