Apple

Between 2000 and 2004, I worked with a production team (as editor), under the direct supervision of Steve Jobs, that created the key note address videos for a dozen new product launches including the Titanium Laptop, the Powerful G-4 desktop, the first iPod, iTunes, the Apple Store to name a few. True to Apple’s image, these 5 to 7 minute videos — which were projected on a giant screen at Moscone center at the conclusion of Steve’s two hour talk and then uploaded to the Apple website — had an elegance based on simplicity and grace that masked the hours and hours and hours of meticulous, painstaking work that went into their creation because they had to please perhaps the most difficult and demanding creative task master of them all: Jobs himself.