Apple.com has always been the place where we go in depth with our products. But we also wanted it to become a place where we could show the inspiring things people do with them. iPad was the perfect opportunity. Thanks to its large display, power, and power efficiency — all in such a thin, light form — people are using it share their voices, passions, and perspectives in remarkable ways. To capture a few of these moments, we created an integrated advertising campaign called “What will your verse be?” The campaign is largely driven by a deep interactive experience.

Bold, provocative, and inspiring, the “Verses” website created a buzz around the idea of putting people, rather than technology, first. It’s also a great representation of Apple’s position at the intersection between technology and the creative arts.