EXPERIENTIAL GRAPHICS
VIDEO ART DIRECTION
EVENT MARKETING
The digital construction barricade for the opening of the Apple Retail Store at Grand Central Terminal in New York was a herculean effort within the retail, online, video, and graphic design Worldwide Marketing Communications divisions at Apple.
With 58 Apple displays, arranged in two long rows of 29 each acting as the canvas, and while working with 4 graphic designers, 2 writers and 3 creative technologists, we created an electronic version that mimics the familiar split-flap display an old-school “Solari” electromechanical display departure board—with random letters cycling through and eventually resolving into sentences. Basically, it's teaser copy for the store. The lines include "Only one bar in Grand Central has Geniuses," "It's one big Apple information booth," "Drop off your Mac at 8:42. Pick it up at 6:29," "Grab an iPod touch. You'll wish your commute was longer," and "Soon, missing your train won't be so bad."
I also directed a video, which shows shots of passersby with varied reactions that only New Yorkers could have.
