As a strategic planner at Media Arts Lab, I led research and strategy that inspired the first brand campaign since 'Think Different'. Audiences had fallen out of love with Apple, and were increasingly doubting Apple's product superiority to Samsung's. The 'Designed by Apple in California' campaign was developed to reconnect with Apple customers about what makes Apple 'Apple', for example their commitment to design excellence. The campaign was global, and included takeovers of mainstream newspapers and magazines, TV spots, and OOO.