Apple Mother’s Day
Interactive Campaign
Responsible For: Interactive Campaign Art Direction, Cross-Functional Team Leadership, Animation and Illustration Direction
Creative Direction: Robert James Powell
Digital Art Direction: Memoli Ward
Design: Chuojing Xu, Jennifer Lee, Eunhae Yoon
Animation: Joshua Jaffe
Apple places a premium on functional, contemporary, and accessible design experiences.
While leading the Seasonal Interactive Design team for our Mother’s Day campaign, I championed the integration of warmth and vibrant energy through floral illustrations and subtle page animations. Within the scope of the project, it was just as important for our team to create an easily navigable gift guide landing page as it was to integrate representations of care and human connection.
To bring this campaign to life, we fought to get buy-in from dozens of stakeholders, ensuring that the solve we proposed was as brand-right as it was friendly and colorful. Our cross-disciplinary partnership resulted in a meaningful Mother’s Day campaign for one of the biggest, best-known brands in the world.
Below: visual directions left on the cutting room floor, based on the concepts of “mom as a superhero” and “new spring growth.”
