Brand strategy
Rafa Rossi
My favorite word is why.
Why gives me clarity.
Why pushes me away from the obvious.
Why turns me into an early-adopter.
Why helps me inspire my team to do their best work.
Why reminds me to simplify.
I craft creative responses for any why a brand might have.
Apple - iPhone 16 Pro with Apple IntelligenceGlobal launch, 2024
Context
Apple was about to introduce the most important iPhone update in its history,
but Artificial Intelligence had been met with a mix of excitement and apprehension.Strategy
While others were touting AI as “magic” or unintentionally presenting it as a human replacement,
we aimed to make it relevant through relatable, imperfect human interactions.Idea
iPhone 16 Pro has built-in intelligence for when you need it most.
A series of spots featuring Bella Ramsey navigating everyday struggles with the help of Apple Intelligence on iPhone.
iPhone 16 Pro
All Systems Pro
November, 2024
After launching the new device with Apple Intelligence, this spot focuses on the power of Apple silicon.
The challenge was to highlight all the capabilities of the A18 Pro chip, while being clear and simple to understand.
The strategy was to dramatize the multitude of tasks handled by the chip, from day-to-day to high performance activities.
Bonus: Apple Keynote video opener
September, 2024
We also had the task of creating a feel-good piece to kick off the event announcing the new iPhones and Apple Watches. The goal was to show how Apple products and services save lives and enrich everyday experiences.
Apple - Made on iPad
NHL Goalie Masks
Canada, 2024
Context
Apple has been an NHL partner for years, being present in the ice with iPads in the hands of coaches.
It’s a way to be connected with Canada’s biggest passion point and drive brand love.Strategy
Drive product upgrade by promoting iPad + Apple Pencil highlighting the only creative canvas on hockey: goalie masks.Idea
Goalie Masks Made on iPad.
Key hockey mask artists and key Canadian goalies partner in their latest creative expression for the 2024/2025 season.
Apple - Shot on iPhone
¡Suerte!
US Hispanics & Mexico, 2024
Context
Despite being a massive growth market in the US, Hispanics had been underserved by Apple’s communications. Research showed this led to a lack of cultural relevance with this audience.Strategy
The hottest cultural expression for young Hispanics was Música Mexicana, a genre blending traditional Mexican sounds with modern lyrics and styles of Mexican-Americans.
iPhone’s role: capture Música Mexicana with the same creativity found in the new genre.Idea
A Shot on iPhone campaign targeting both US Hispanics and Mexico: “¡Suerte!”.
A short film starring Iván Cornejo, the rising star of Música Mexicana, in a surreal adventure to overcome creative block with the help of Lotería characters. The integrated campaign spanned digital, social, TV, OOH, partner stores, and Apple-owned channels.Results
1. Double-digit lifts in cultural relevance and purchase consideration on both sides of the border.
2. Film reached an average view time of 4:45 minutes. Total watch time: 2.4M hours.
3. Iván’s new album hit #1 on the US Latin charts.
Apple - Shot on iPhone
Huracán Ramírez vs La Piñata Enchilada
Mexico, 2023
Context
Mexico is an Android-dominant market, and while Apple and iPhone are aspirational brands, research showed that a disconnect with Mexican culture hindered purchase consideration.Strategy
Orgullo Mexicano (Mexican Pride) is central to Mexican society. To build an authentic connection, we revived the iconic 50s and 60s Lucha Libre movie genre, where luchadores were celebrated heroes.
iPhone’s role: use innovative filmmaking to bring this genre back.Idea
Mexico’s first Shot On iPhone campaign: “Huracán Ramírez vs. La Piñata Enchilada”.
A 13-minute short film where a retired luchador fights an evil piñata terrorizing Mexico. The integrated campaign rolled out across digital, social, TV, OOH, partner stores, and Apple’s owned channels.Results
1. Boost in brand affinity and iPhone purchase consideration by double digits in Mexico.
2. Over 50 awards in 2023 and 2024, including Cannes Lions, D&AD, and Apple Advertiser of the Year at El Ojo Awards.
Apple TV - MLS Season Pass
The Pink GOAT
Global, 2023
Context
Apple had just signed a multi-year partnership to broadcast MLS on Apple TV and rumors about Messi going to play for Inter Miami started to circulate on social media. If confirmed, Apple needed to capitalize on that.Strategy
Capture the Messimania by being the first to confirm his arrival, not only to MLS, but also to Apple TV.Idea
Pink GOAT, now on Apple TV.
A single billboard in the heart of Miami using social media lingo to tell the world Messi (the GOAT) was going to play for Inter Miami (pink jersey) and broadcasted on Apple TV.Results
The billboard generated $6.6M in earned media, infiltrating culture with a cryptic message that drove fans crazy.
Apple - Switch to iPhone
Testimojis
Mexico, Brazil, Chile, Colombia - 2020, 2021, 2023
Context
Android has over 80% of market share in Latin America.
The only way to keep growing the business is to get them to switch to iPhone, a scary (and more expensive) decision.Strategy
Research found that friends and family were the main drivers of switching in LatAm, so we tapped into real stories from successful switchers to influence Android users to make the jump.Idea
Switch to iPhone. A multi-year campaign where we interviewed over 100 real switchers across four markets, selecting the best ones to tell how their lives have improved after iPhone.Results
The campaign consistently drove double digits lift in iPhone consideration among Android users, proving local voices were effective in influencing potential switchers.
Apple - Shot on iPhone
Meu Bloco na Rua
Brazil, 2017
Context
Apple had decided to start producing more local work across different markets to drive local relevance and cultural impact, and Brazil was the first to do that with a Shot on iPhone campaign.Strategy
Carnaval is the biggest Brazilian cliché. And brands rely on overused tropes to talk about it. We would use the most innovative smartphone camera to capture Carnaval in a fresh and unexpected way.Idea
Carnaval - Shot on iPhone. A music video entirely shot on the new Portrait mode feature. A 1000 picture stop-motion animation portraying authentic Carnaval expressions from all over Brazil.Results
It was the most talked-about Carnaval campaign in 2017, beating traditional local brands. It was praised for its diversity, truthfulness, and modern vision of a classic celebration.
Heineken - UEFA Champions League Sponsorship
Heineken Replay
Brazil, 2013
Context
Soccer is a major passion point for Brazilians and Heineken was a sponsor of the UEFA Champions League. Being closely associated with the event was key to maintain the brand’s premium and aspirational perceptions.Strategy
Back in 2013, second screening on mobile was taking-off in Brazil. Instead of competing with the content on TV, we decided to complement it and add value to the conversation happening in social.Idea
Heineken Replay. A real-time marketing idea on Vine where plays were recreated with hands seconds after they happened on the big game.Results
Owned the social conversation around the UEFA Champions League final in Brazil. The campaign got shortlisted at Cannes Lions in Mobile.
Apple - Emergency SOS via Satellite
Pooched
Canada, 2024
Context
Around 70% of Canada’s landmass isn’t covered by cellphone service. iPhone’s new Emergency SOS via Satellite feature was the perfect reason to drive upgrades to the newest models.Strategy
Show iPhone is essential for life in Canada, where being off-the-grid can be life-threatening, especially in the winter.Idea
Relax, because iPhone can save your life. A story about how a dog sees his life flashing in front of his eyes after a car accident in the middle of nowhere, only to be saved by the new iPhone feature.Results
Boosted awareness of Emergency SOS via Satellite in Canada by airing during the Canadian broadcast of Super Bowl LVIII. The campaign drove +3,500% engagement on the dedicated landing page on apple.com.
Why Me
I’m a creative-driven brand strategist with a multicultural world view.
My sharp curiosity combined with 18 years of experience allows me to turn multiple datapoints, insights, and trends into innovative ideas that push businesses forward.I’m obsessed with technology that’s slightly ahead of its time, so I’m always trying new things. I’ve recently trained an AI on Cannes Lions winners and built an imaginary Brazilian photo album with Midjourney.Working exclusively on Apple for the past 10 years has trained me to simplify thoughts like they simplify their product designs. My time at Wieden+Kennedy has taught me to strive for cultural impact. And leading projects for a multitude of markets has allowed me to develop empathy towards diverse behaviors.If that’s what you need, shoot me a note.Rafa Rossi