For the launch of Apple’s first black MacBook Pro we somehow convinced an Executive team to do 3 more firsts for Apple:

1. Go all-in on Halloween (and Día de los Muertos)

2. Shoot the Apple Event at night

3. Oh and shoot it on iPhone (did we mention this was shot in the dark?)

On the film team, I helped develop the overall concept for the Keynote film down to the details of b-roll content, casting, and more. With the help of lots of coffee, I also oversaw the shoot and edit.

And, yes we were the team that put the black nasties (Nike AF1s) on Tim. You’re welcome for the meme content. And the laughs on social media.