03 Apple

"You say you want a revolution..."

The mother of all campaigns. Nothing else comes close.

What a privilege to work on the historic iPhone launches.

So we had to bring them along.

Each spot featured hands-on demonstrations walking consumers through different downloads—everything from dinner recos to video games.

As a member of the team, I co-wrote countless iPhone and App Store spots, full-page Wall Street Journal print ads and co-branded spots for AT&T.

First year iPhone 3G sales of 17.3 million units. First year iPhone 4 sales leaped to 108 million units, selling 1.7 million units in the first 3 days.

It was also a challenge.

How do you launch a product so revolutionary, consumers have never used it? People had never heard of an App, much less downloaded one.

The App Store launch was a category game-changer, but required some consumer education. We used long form print ads in the WSJ to show consumers there was, in fact, an app for that.

03 Apple

"You say you want a revolution..."

The App Store launch was a category game-changer, but required some consumer education. We used long form print ads in the WSJ to show consumers there was, in fact, an app for that.

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