Pencil

 In 2013 I was overseeing several creative teams. We needed to create an iPad spot that showed off its many capabilities. I brought a simple idea to the group— an iPad could hide behind a pencil then be revealed. Jason Busa and Pete Figel developed the idea and wrote a poetic script. Larry Frey added Cranston's voice while Andrew Reed developed the masterful art direction. It was directed by Malcolm Venville. Many critics feel this is one of the best commercials Apple has ever done. It was truly a team effort and an honor to work with such a talented group of creatives and it's one of my best memories at Apple.