We Hear You

THE BRIEF

Build awareness around the features Apple has added to the iPad Pro.

WHAT I DID

Largely viewed as an expensive media consumption device, we wanted the consumer to recognize it as the modern answer to a computer.

As the digital strategist, I needed to define the problem we aimed to solve. Then collaborate with creatives on how we handles the tasks to solve this problem.

The creative team came with ‘We Hear You.’ A socially centric creative campaign reframing iPad Pro as an alternative to a laptop from viewed as an expensive media consumption device. Set the stage for the next campaign, ‘What’s A Computer?’