For Apple's 2014 holiday message, we told the story of a young woman who crafts an emotional gift that transcends generations. My role on this was Senior Copywriter.
'The Song' was the follow-up to one of Apple's greatest ever commercials, 'Misunderstood.' And everyone involved in this project, including Apple's execs, felt a pressure to deliver something that lived up to the previous year's new high bar.
Our decision to tell a more sorrowful story - a story about a departed loved one - was initially met with doubt. But we pushed it through, knowing it was the kind of pivot that the spot needed to stand apart, and the emotional tension it needed to live on in the memory.
And that's what happened. 'The Song' was featured on Today, Huffington Post, US Weekly, Refinery 29, Elite Daily, The Daily Mail, Forbes, The Wall Street Journal, Time, Creativity, Adweek, Fast Company, Mashable, The Verge, TechCrunch, Cnet, Jezebel and countless more. Cementing a new tradition of memorable Apple holiday films for years to come.
For Apple.com, we also created a behind-the-scenes piece that revealed the technological story underpinning the emotional one - which you can see second in the videos to the right.