WWDC is an opportunity for Apple to make a statement to the world, so we took the chance to articulate the unique approach behind everything Apple does, and why it matters, framing their intention that's different from any other technology company, and reminding people of the human motivation behind the process, specifically for a redesigned user interface in iOS7 being unveiled at the same event.

The media began to question Apple's ability to innovate, while competitors offered increasing numbers of products. There was growing indifference from Apple enthusiasts about the company that had inspired the world to 'think different.' Our aim was to remind the world of the Apple difference, to redefine the narrative, and to energize our fans so they could express why they loved Apple again.

At a time when the media was scrutinizing Apple's ability to innovate, we found it imperative to accompany the TV aspect of the campaign with a communication that revealed a piece of Apple's soul.

The challenge of "Intention" was to invent a visual language that embodied Apple's process while being flexible enough to resonate with anyone that has ever tried to make something. We arrived at the "dot" because of its beautiful simplicity and malleability. Using animation, the dot could simultaneously represent an idea, an emotion, and Apple's core beliefs. We employed these techniques to enhance and elevate the copy.

While not conceived as a consumer-facing piece, the spot was passed along and garnered 3.5 million views online and was viewed in 15 countries. More importantly, major coverage of the spot changed the previously skeptical media narrative around Apple literally overnight. What followed was a renewed outlook on the company, both internally and externally beginning a brand run-up to the most successful phone launch in history.