Apple Fitness+ / Time to Walk

Turning pandemic isolation into inspiring connection through audio storytelling.

Apple Fitness+ is a subscription service offering guided workouts, meditations, and programs seamlessly connected across iPhone, iPad, Apple TV, and Apple Watch. As Creative Director on Apple's side, I oversaw design and content for the Apple Fitness+ Instagram account—curating programmatic product-centric content to drive subscriptions and community engagement.

During the pandemic, I worked on the launch of Time to Walk—an immersive audio walking experience created to encourage people to walk more often when isolation was at its peak. Launched January 25, 2021, each 25-40 minute episode featured influential guests like Dolly Parton, Shawn Mendes, Draymond Green, Uzo Aduba, and Misty Copeland sharing personal stories, photos, and music. I had hands-on involvement in the design of this campaign, serving as voice-of-brand for the Apple Fitness+ Social feed.

Impact: Apple Fitness+ Instagram gained 70K followers in six months post-launch. Press coverage: TechCrunch, CNN, MobiHealthNews, Top Ten Reviews, NME, Macworld. TechCrunch called it "well-timed," while CNN praised how it brought "intimate stories" when people needed connection most.

🔉 PLAY W/ SOUND ON 🔉

Role: Creative Director (Apple Fitness+), Design