Creative direction, and the groundwork that makes it stick.
Hi, I’m Alfred, currently at Apple TV Sports, before that Apple Music, Google Cloud, Vevo and Tribeca. I uncover direction, bring teams together and put systems in place behind brands, products, campaigns and live moments. I believe the work can reveal a surprising quality in the expected and find the familiar in the advanced.
The thinking behind the work comes out at Art of Memos and Field of Action.
Google Cloud Cloudstyle, aligned with the Progress strategy.
Apple Music Wayfinding. Radio 2.0, Apple Music Live, Holidays and the artist-led radio brands.
Apple TV Sports Design infrastructure for live sports, on air and on the product.
Vevo A lightweight framework for artist franchises, live events and the product.
Tribeca Film Festival An institution given an editorial voice.
Writing Memos and field notes.