Apple: Our Signature

May 27, 2013Filed under Print and Electronics, Technology

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining
What that might be like,
You step back.
You think.

Who will this help?
Will it make life better?
Does this deserve to exist?
If you are busy making everything,
How can you perfect anything?

We don't believe in coincidence.
Or dumb luck.
There are thousands "no's"
For every "yes."
We spend a lot of time
On a few great things.
Untile every idea we touch
Enhances each life it touches.

We're engineers and artists.
Craftmen and inventors.
We sign our work.
You may rarely look at it.
But you'll always feel it.
This is our signature.
And it means everything.

Designed by Apple in California

Advertising Agency:Tbwa\Media Arts Lab, Los Angeles, USA
Chief Creative Officer:Duncan Milner
Executive Creative Director:Eric Grunbaum
Group Creative Directors:Drew Stalker, Chris Ribeiro
Associate Creative Director:Paul Wysocan, Niraj Zaveri, Melinda Keough, Brooks Jackson, Kevin Butler
Art Director:Paul Wysocan, Niraj Zaveri, Melinda Keough, Shannon Tham, Edward Vince
Copywriter:Brooks Jackson, Kevin Butler, Rob Goldenberg
Head of Art Production:Helen O’Neill
Senior Art Producer:Sara Clark
Art Producer:Jessica Gerweck
Print Producer:Anna Haro
Project Manager:Jayson Dana
Photographer:Jason Nocito
Production Company:First Shot Productions
Digital Art:Epilogue Inc.
Pre Press:Continental Colorcraft
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