Mario Ortiz | Creative Director

Apple

Product Marketing

Product Launch marketing

TwitchCon celebrated its 10th Anniversary

Insight

Apple doesn't just launch products. It launches moments. Every season, every product drop, every campaign carries the weight of one of the most beloved and demanding brands on the planet. The bar isn't high, it's legendary, and the work has to match.

Idea

At AKQA, we partnered with Apple across retail, product launches, brand advertising, and in-store experiences, covering the full spectrum of how Apple shows up in the world. The challenge was never just making beautiful work. It was making work that performed at Apple's scale, with Apple's standards, season after season.

Role

As Creative Director, I led a team of 43 creatives across a $22.5M account, overseeing campaigns that touched every channel and every major product line. From iPhone launches to accessories, from homepage takeovers to email, I was responsible for the creative vision, the team, and the craft at every stage.

role

Impact

The numbers tell the story. iPhone tiles drove 42% of all US homepage clicks on launch day. By day seven, the iPhone Family Page had drawn 62.2 million visits. Shop iPhone pulled in 2 million visits on day one alone, growing to 10.4 million by the end of the week. Email reached 110 million customers at launch. Accessories became a business of their own, accounting for 54% of all units sold and 44% of all sales. And the Apple Learning and Accessories Landing Pages averaged 178,000 unique visits every single day.

Impact