The iPhone XS and XS Max launched at the end of September 2018, Apple shipped 87 million of its newest-generation iPhones (iPhone XS, XS Max and XR) between Q4 2018 to Q2 2019.

Leading up to the keynote and launch announcement of the iPhone Xs, Xs Max, and iPhone Xr, as an Art Director for the world’s largest technology company in Cupertino, California, I lead 2 teams of senior designers successfully from the initial brief through the final approved deliverables which were shared internationally via Apple dot com, Apple Online Store (Apple’s native app), Apple UK, and Apple China.

The magic was made possible by the collaboration between my team, our ACD and the ACD of UX, ACD of copy, producers, copywriters, engineering manager and the engineering team to create and execute all design and present to executive creative directors. The first team was responsible for the BuyFlow (Checkout) segment which had a flow for each family of iPhones, the second was Marcom (Direct Mail) for the iPhone Upgrade Program where there was a total 14 marketing email deliverables for desktop and mobile in the US, UK, and China.