How can we create something new when the whole world is looking at the same things to get “inspired”? We watch the same shows, eat the same food, listen to the music our algorithm tells us we’ll like. In late 2017, Apple thought it was time for a change.
To brief new teams and set the momentum for the season, I was brought int to create a comprehensive briefing presentation that was to take place inside of a gallery space that included wall to wall poster art, an interactive keynote and a take-away zine recap. We gathered a collection of statistics and quotes about creativity from a wide range of creatives and writers and divided them into chapters to tell the story. We sought to galvanize the teams—both internally and externally—who would create the work to shape the new creative revolution.