Apple Books
BookTok is a reader-led community on TikTok that meaningfully drives book discovery, purchase, and cultural momentum. When we entered the space, it remained largely underexplored by brands—dominated by lo-fi reviews and direct testimonials.
In these creator videos, we crafted a rolling organic film launch designed to build awareness of Apple Books and the experience Apple hardware enables—showing not telling book lovers why they should chose Apple Books.
✨See bottom of page to learn more about my process and approach to creator collaborations.✨
My approach to creator collaborations
I’ve authored multiple internal playbooks used across Los Angeles and Cupertino to help teams build creator-led campaigns that deliver exceptional creative and brand-safe work. Below is a synopsis of my approach.
The creator IS the creative.
My process begins with casting. I personally identify creators and work closely with marketing and strategy to ensure each partner can operate at an Apple level—creatively, culturally, and against the intended audience. Every collaborator is chosen not just for reach, but for taste, rigor, and point of view.
The briefing process is key
Briefing is foundational. I personally brief every creator and their management as I would junior-to-mid-level creatives—through comprehensive, visually driven decks that clarify the brief, the bar, and the realities of working with Apple.
Many creators are artists first, not agency creatives, so I demystify our feedback process and expectations upfront to set everyone up for success.
I equip creators with the context and confidence to push back where needed—so we don’t misstep with communities they’ve spent years building. The goal is mutual respect: honoring their expertise while aligning on what’s required to tell a clear, effective story.
Broadcast level polish
Because the groundwork is set early, my team and I can collaborate deeply from concept through launch. We provide detailed, actionable, and accessible notes—balancing opinionated internal stakeholders with creative clarity—to achieve a final product that meets our standards and feels authentic to the creator.