Apple: OS Showcase
An immersive creator experience that introduced and translated Apple’s OS features into everyday, human use cases.
Agency: Optimist Inc.
Role: Project Manager/Brand Experience Lead
The Context
Apple invited a select group of Gen Z creators to an exclusive, in-person OS Showcase designed to bring the newly announced operating system and features like Apple Intelligence to life in a tangible, intuitive way.
The experience needed to move beyond technical demos, reinforcing Apple’s ability to make powerful technology feel personal, approachable, and seamlessly integrated into everyday routines.
As software updates grow more sophisticated, feature-heavy announcements can feel abstract or technical to younger creators, limiting adoption even when the tools are designed to improve daily life.
For this audience, creativity, wellness, productivity, and social connection represent core moments in a modern day-to-day rhythm. Together, they offered a natural framework for showing how Apple’s OS ecosystem shows up meaningfully in real life.
The Strategy
Insight
Technology resonates most when people can immediately see themselves using it. By anchoring Apple OS features in familiar lifestyle moments, guests experience new tools as natural extensions of how they already live.
What we did
Lifestyle-based storytelling over feature-by-feature demos
Immersive, hands-on exploration instead of passive education
Creator-first scenarios rooted in daily habits and workflows
What we avoided
Overly technical explanations
Traditional classroom-style learning
Any framing that made the technology feel intimidating or inaccessible
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Wellness: Zen Zone
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Creativity: Express Yourself
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Productivity: Think Space
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Social Connection: Say More
The Experience
The OS Showcase was designed as a series of themed spaces, each reflecting a key lifestyle pillar of the Gen Z audience: wellness, productivity, creativity, and social connection.
Within each environment, creators explored Apple’s latest OS features through hands-on moments that mirrored real-world use. For example, wellness-focused tools were experienced in calming, restorative settings, while productivity features were explored in focused, work-oriented spaces. This allowed creators to engage naturally, discover intuitively, and imagine personal use cases.
Social Proof
Impact
Organic creator content showcasing Apple OS features in real-life contexts
Increased excitement and understanding around Apple Intelligence
Strengthened relationships between Apple and the creator community
Success was measured through engagement quality and cultural resonance, not just reach.
My Role
I led project management and experience delivery for this event, overseeing timelines, budgets, and cross-functional teams while helping shape the brand experience strategy. I partnered closely with creative and production teams to ensure each space translated Apple’s innovation into clear, lifestyle-driven moments.