Apple
Info
Art Direction — Visual Design — Digital — Social Media — Web Design — Brand Awareness
Client — Apple
Art Direction, Graphic/Visual Design — Michael Lipsett
Agency — Critical Mass
Apple, via Critical Mass. 2026. Art Director (contract).
Apple’s brand leaves almost nothing to chance. Every detail gets reviewed, and every decision has to earn its place. The job is to bring an idea into one of the most exacting design systems in the world and get it approved.
I joined Critical Mass on contract as an Art Director on the Apple account. I did art direction, digital design, and graphic design for Apple.com. For the launch of the new iPad mini A20 Pro, I concepted the social campaign with a copywriter, designed it, and presented it to Apple stakeholders for approval.
Overview
Homepage Hero Moment
iPad Mini A20 Pro Launch
Concept, AD, UX, and visual direction
More than a little awesome, the new iPad mini with speed and creativity for days.
iPad mini Landing Page
Click below to see the full layouts. To view full interactions and motion graphics, please visit apple.com
Apple Pencil Landing Page
Click below to see the full layouts. To view full interactions and motion graphics, please visit apple.com
Apple Upgrade Landing Page
Click below to see the full layouts. To view full interactions and motion graphics, please visit apple.com
Social Carousel
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