Can I______with Apple Pay?
This ongoing campaign addresses the most common questions folks raise online about where and how Apple Pay is accepted. By directly engaging skepticism with clarity and craft, the campaign dispels doubt, builds confidence, and resonates across the internet.
My contributions includes three films across three key global markets:
USA: partnered with filmmaker Monique Yvonne Jones to prove Apple Pay is accepted at many different and surprising places.
AU: addressed the same pain point by working with filmaker duo the MacFarlane Brothers.
EU: we partnered with UK-based Queen of Brazilian Freestyle Lirian Santos.
✨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.