Friday, October 7, 2011


I've been waiting to do my next post to announce my next big project. This couldn't wait.

I thought about what I could say here that hasn't already been said by the millions of people who have paid their respects to Steve Jobs. And I realized it isn't really about saying something original but rather acknowledging the passing of a great man, getting this deep sadness out of my system and reminiscing about how he's completely influenced my perspective on everything. Everything.

I was fortunate to work with the agency that created all of Steve Jobs's iconic advertising work. Even though I didn't work directly with Steve, I saw a lot of his work take shape. From the ipod campaign to the "mac vs. pc" ads, you know the man had taste. He is one of the few clients who respected creativity and understood the value of creating a brand.

I believe this is the true secret behind Steve and Apple's genius. Their brand: humanizing technology. They believe in it down to their bones. You can see it in every mac, ipod, iphone, ipad. Steve was the one who made technology play time. If you've ever been to an Apple store, you understand. And regardless of how advanced their products are, Steve made it for accesible for everyone. How beautiful is that? Isn't that the most unselfish business decision you've ever heard?

And I think this is why his passing affects me so much. It is his genius that holds all my music, all my letters, all my photographs, all of me.

Anyway, I consider myself lucky. Once Steve left his post at Apple, I wrote him an email which I consider to be my goodbye:
Subject: Thanks
Hi Steve,
I just wanted to thank you for all the magic you've brought not just to Apple but to my home.
All the best man!

Paid my respects in the Apple Store, Beijing.
Thanks, Steve.