“Intention” won three Cannes Lions including one Gold. It was the keynote video to launch the 2013 WWDC and Apple’s new global branding campaign “Designed by Apple in California”. It laid claim and explained the thoughtful process Apple has always taken. This was especially important during this time in which Samsung was mass producing anything and everything they could.
“Our Signature” was the commercial played at the end of the WWDC to kick off Apple’s new brand campaign “Designed by Apple in California". This campain showcased the unique effect their products have on people’s lives... something Steve Jobs always took very personally. In short, Steve believed that he designed experiences, not products. This work set Apple away from a feature based company towards a more lifestyle brand that still goes strong today. It was paired with print and outdoor translated into every language around the world.