 App Store / Best of Apps & Games

Loved by You. Awarded by Us.

For Apple's Best of 2019 Apps and Games campaign, the goal was simple: put user voices front and center. Through creative and art direction, the campaign mined authentic App Store reviews for testimonials that captured both the practical and emotional sides of each winner—bridging Apple's editorial vision with the passionate community behind the App Store.

The campaign brought these user stories to life through a :60 second hero spot to anchor the program and 8 :15 second category spots, localized for global markets, building anticipation for the official reveal on December 2, 2019. The work was also adapted for a surprise event in New York celebrating the creators behind the winning apps.

The Impact: This marked Apple's first-ever physical media event for the App Store awards, transforming the typical announcement into something more intimate and culturally significant. Tech press ate it up—TechCrunch, CNBC, 9to5Mac, and MacRumors all covered the "unexpected" and "surprise" gathering. The invite-only NYC event brought developers directly to press, letting them share the stories behind their apps rather than just the features—a refreshing departure from Apple's usual large-scale product spectacles.

Role: Creative Direction, Content Creation