iPad Campaign
Nine web experiences for the next-generation iPad launch across apple.com.
Nine web experiences for the next-generation iPad launch across apple.com.
In 2014, Apple launched iPad Air with “Your Verse” — a campaign that took its name from Dead Poets Society (“what will your verse be?”) and made the person, not the device, the hero. Nine stories showed people doing remarkable things with iPad, in both personal and professional life — from a Bollywood choreographer to a high-altitude climber.
More than a hundred photographers and videographers captured the stories around the world and sent the footage to our team in Silicon Valley, where we built the web experiences top to bottom — long-form editorial woven into apple.com itself, coordinated with the in-store and outdoor campaigns running at the same time.
See it in action
My role
I selected and sequenced the imagery so it served each story and stayed true to the videographers' intent, worked closely with copywriting so the words matched the pictures, and made the pixel-perfect illustrations and infographics that highlighted each story's key moments and brought the pages to life.
On the craft side, I owned the files — pixel perfection, clean layer structure, and responsiveness across every device size — folding in each round of feedback (new images, copy and infographics) as the stories evolved. I also recommended the image chosen as the hero on apple.com, then one of the most-visited pages on the web.
Three of the nine stories
Each story was a long-form page built to be explored top to bottom. Scroll within a frame to browse one, or open it full-screen.
Sign-off
Every page in the campaign was reviewed and signed off at the top of Apple — including Phil Schiller and Tim Cook.
iPad Air and the “Your Verse” campaign are © Apple Inc. Shown as a work sample from my time as an Interactive Designer at Apple (2013–2015).
