Liquid Glass was a featured segment in Apple’s WWDC event film, designed to express fluidity and precision—qualities central to the brand’s design ethos. The sequence combined elegant cinematography with subtle visual effects to create an immersive transition that highlighted the product’s innovation without distraction. As Creative Director, I led the concept and execution in close collaboration with a world-class team, ensuring the piece aligned with Apple’s commitment to craft and storytelling.
The iPhone 16e film marked a return to Apple’s iconic white cyc aesthetic—a nod to the brand’s minimalist design heritage. Every detail, from the precision of the camera language to the seamless transitions, was crafted to keep the product as the true hero. Shot practically with elegant compositions and subtle motion, the piece balanced clarity and beauty to showcase innovation without distraction. As Creative Director, I led the concept and execution in close collaboration with a world-class team, ensuring the film felt both timeless and forward-looking.
This event film continued Apple’s cinematic keynote storytelling, delivering a seamless experience for a major product launch. I helped create and sell the overarching concept, then led its execution from start to finish. Shot across San Francisco, the film highlighted the city’s beauty and warmth—an intentional nod to Apple’s Designed in California ethos. My role included defining the visual language, selecting locations for each presenter, and designing transitions to unify the narrative. I also oversaw post-production, supervising editing, color grading, and visual effects to ensure every detail reflected Apple’s commitment to clarity, elegance, and innovation.
This event film continued Apple’s cinematic keynote tradition with a vibrant and dynamic narrative spanning iconic locales—from BART trains to campus libraries and motion studios. Industry commentary labeled the 38‑minute film as “the most entertaining Apple launch event I’ve seen ever,” particularly noting its imaginative use of locations and compelling creative direction. Hugo's Blog
I was involved from the very beginning—developing and championing the overarching concept, then leading its full execution. My responsibilities included choosing each setting to reinforce product storytelling, crafting the visual rhythm through seamless transitions, and overseeing post-production—editing, color grading, and VFX—to ensure the final film balanced elegance, energy, and narrative clarity.
This keynote film continued Apple’s cinematic storytelling approach, blending stunning California backdrops with seamless transitions to connect multiple product stories. I helped develop and sell the overarching concept, then led its execution from start to finish. Filmed across Apple Park, San Francisco, and iconic coastal locations, the piece reflected the Designed in California ethos with warmth and authenticity. My responsibilities included defining the visual language, guiding location choices, overseeing production—from edit to color and VFX—ensuring the film delivered clarity, elegance, and narrative cohesion at a global scale.
This segment introduced Apple Vision Pro to the world, setting the tone for one of Apple’s most significant product launches in years. I led the creative direction for production design, shaping six distinct sets—each purpose-built to visually reinforce the narrative of a specific feature or use case. My work involved guiding the aesthetic vision, spatial design, and visual continuity across all environments, ensuring they felt immersive, cinematic, and true to Apple’s design language. Every detail, from texture and lighting to framing opportunities, was considered to elevate the story while keeping the product at the center.
This keynote film showcased Apple’s cinematic approach by blending real-world and virtual production techniques into a seamless narrative. Shot across diverse locations—including Apple Park, the dramatic landscapes of Lake Tahoe, and a custom-built dollhouse-style set on SJT’s stage—the film created a layered, visually rich experience. I helped shape and sell the overarching concept, then led its execution from start to finish. My role included defining the visual language, guiding production design, ensuring smooth transitions, and supervising post-production—from edit to color grading and VFX—so that every frame reflected Apple’s precision, warmth, and design ethos.
The Peek Performance event introduced Mac Studio and Studio Display through a cinematic keynote film that blended real-world locations with a custom-built dollhouse-style set for the Mac Studio reveal. I was deeply involved from concept through execution—helping shape and sell the creative idea, defining the visual language, and designing seamless transitions. A key focus of my role was directing the production design of the set, ensuring every detail elevated the product and supported the narrative. I also oversaw post-production, including editing, color grading, and VFX, to deliver a film that embodied Apple’s commitment to clarity, craft, and innovation.
California Streaming introduced a new creative layer to Apple’s keynote films by weaving the Designed in Californiaethos into the storytelling. The film highlighted the warmth and beauty of the state through real-world locations across Apple Park, San Francisco, Big Sur, Los Angeles, and San Diego. I played a central role from concept through delivery—helping shape and sell the idea, defining the visual language, selecting locations, guiding transitions, and overseeing production design. I also led post-production supervision, from edit to color grading and VFX, ensuring a seamless narrative that honored Apple’s design values.
The Spring Loaded event marked a high‑energy launch moment where Apple unveiled new iMacs, iPad Pros with M1 chips, AirTags, and more—delivering a packed slate of products that captured global attention.
As Creative Director, I helped develop and pitch the overarching concept before guiding its full realization—from defining the visual tone and selecting locations to leading edits, color grading, and VFX. My goal was to tie the product presentations together with clarity, elegance, and excitement, reinforcing Apple’s commitment to seamless storytelling and design sophistication.
The Hi, Speed event introduced the iPhone 12 lineup—including iPhone 12, 12 Mini, 12 Pro, and 12 Pro Max—as well as the HomePod mini and MagSafe accessories. The film emphasized speed and innovation, aligning with Apple’s streamlined virtual keynote format. I played a central role throughout—from developing and pitching the creative concept, to directing the visual execution, and guiding post-production including editing, color grading, and VFX. My priority was to maintain a clean and dynamic visual flow that kept the product as the star while conveying Apple’s narrative of speed and connectivity in the 5G era.
This campaign consisted of three 15-second spots designed for social media, celebrating the Apple Watch activity tracking feature, Close Your Rings. Each film showcased a different fitness influencer completing their rings through movement woven naturally into their daily routine. Shot in an almost stop-motion format, the series embraced an energetic, modern aesthetic ideal for mobile-first viewing. I led the creative direction, overseeing concept development, visual style, and post-production to ensure the pieces felt dynamic, shareable, and true to Apple’s tone of clarity, simplicity, and optimism.
This short film introduced Apple Watch Series 6, focusing on its most groundbreaking feature at launch: blood oxygen measurement. The concept was built around clarity and precision, presenting the product with elegance while visually reinforcing its advanced health capabilities. I led the creative direction—shaping the visual approach, supervising the shoot, and overseeing post-production to ensure a minimal, cinematic execution that aligned with Apple’s design ethos and storytelling style.
This reveal film introduced Apple Watch Series 5 and its standout feature: the Always-On display. The concept combined movement and music to bring the feature to life through performance. A contemporary dancer wearing the watch became the visual anchor, with light trails accentuating motion while symbolizing the screen’s constant presence. I guided the creative direction—defining the visual style, choreographic integration, and post-production effects—delivering a piece that felt energetic, elegant, and distinctly Apple.
his campaign featured a series of visually striking product animations designed for social platforms, celebrating Apple Watch as the perfect holiday gift. The creative approach focused on elegance and simplicity—transforming the watch into seasonal eye candy through dynamic compositions, festive color accents, and polished motion design. I led the creative direction, shaping the visual style and overseeing post-production to ensure the final pieces were both aspirational and unmistakably Apple.
This reveal film introduced Apple Watch Series 4, marking the product’s most significant design evolution to date with a larger display and new watch faces. The creative direction centered on clarity and boldness, highlighting the refined form factor while showcasing dynamic elements and interface details in motion. I oversaw the visual concept, guided the production, and supervised post-production to ensure every frame conveyed the sophistication and innovation behind the redesigned Apple Watch.
