For the launch of iPhone 13, we partnered with Apple, Media Arts Lab, and Chiat\Day to design and build a full-scale digital microsite that translated the product’s precision, performance, and storytelling into an immersive web experience. I helped win the business by shaping early campaign imagery and launch wallpapers, setting a visual direction that carried through into the broader system. From there, we evolved the design language across UX, art direction, and interaction design to create a cohesive platform that elevated how the product was experienced digitally.

Working end-to-end across design and development, we led the build of a highly crafted microsite that integrated seamlessly into Apple’s ecosystem while balancing narrative clarity with technical performance. The experience was engineered for scale across devices, with a refined motion and interaction system that prioritized speed, accessibility, and fidelity over heavy real-time rendering approaches. The result was a premium, product-first digital platform that strengthened the iPhone 13 launch and contributed to one of Apple’s strongest product cycles in years, with the lineup driving approximately 14% growth in U.S. sales share over iPhone 12.