In 2021, I worked with TBWA\ Media Arts Lab to develop a creative strategy and visual approach for an all-new Instagram channel dedicated to Apple TV+.

To showcase the originality behind Apple TV+ shows and films and distinguish the channel from the competition, we launched the @appletvplus handle with a singular video carousel-based format for all Apple Originals to live within. Each carousel was packed with talent exclusives, sneak peeks, and original artwork inspired by the show — creating a meaningful and saveable experience on Instagram that felt unique to Apple.

As the co-creative lead, I led development of the content and design system — overseeing the creation of the "Original" masthead and covers, individual design layouts, and animation style. Along with the in-feed carousels, I also oversaw the look and feel for content extensions in Instagram Stories and Reels.