iPhone

When MAL helped Apple introduce iPhone to the world, I was the lead writer on a small team. 

The technology was, at the time, brand new. Can’t-believe-your-eyes new. And we could have leaned into that with buzzwords and booming VO. Instead we kept the tone simple and human.

We wanted to make it seem like the iPhone already belonged in your pocket. In everyone’s pocket. And soon enough, that’s exactly where it was.

In 2009, I wrote the “There’s An App for That” campaign, which really made a dent in pop culture.

Along the way, we launched new products and features. The voice evolved. But it was always simple and human.

Eventually I moved to London, where, as co-creative director of MAL’s Europe office, I guided a terrific multilingual team—making sure that iPhone sounded like iPhone, all across the globe.