01
Apple Swiped
“Swiped” is the fourth installment in The Underdogs series. Each short showcases a specific set of Apple features. In “Swiped” we follow a stolen Mac to see Apple’s security features at work. “Swiped” is currently the most viewed video (75M views) on Apple’s YouTube channel.
Watch the film here.
Team: Apple Marcom
Role: Visual Design, Art Direction
Creative Direction: Chris Thurman,
Lauren Van Aswegen
Copywriter: Joseph Cheong
Producer: Kyle Hill
Director: Mark Molloy
![](https://freight.cargo.site/t/original/i/5b1490246c8a5838ebb9c2c29691ec35311ace76f44a7bb55b9334473b24b01d/230628_THUMBNAIL.png)
![](https://freight.cargo.site/t/original/i/5b85585bff000de9cb96cb2627962b5baea3391e0416feaa038ba7b7a87585f5/SWIPED_STILL_00.jpg)
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![](https://freight.cargo.site/t/original/i/a770cda7468a2ae278cc44d45781e0a53dc82c0c9ff7e9423541784efad6b5af/SWIPED_STILL_20.jpg)
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![](https://freight.cargo.site/t/original/i/4634e7e9104ba8d82ce3e0f133cab7deb92e9f2fe7cacbaf1db5d70afe5a8e89/SWIPED_STILL_27.jpg)
![](https://freight.cargo.site/t/original/i/72db02b4f8350bfb7954c657adacf7c9b03c348b4963b89b92d4be371de9d36f/SWIPED_STILL_25.jpg)
![](https://freight.cargo.site/t/original/i/4d16ea6ba1cb8775a94d9cee5b3a1ccc9244ea8f26c79bb0fcf96fcc1b9f7648/SWIPED_THUMBNAIL_12.jpg)
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![](https://freight.cargo.site/t/original/i/4f33a895cac8c882404509e8418f0333b4d4603210f2cfdb5f9b981e90ac41a6/SWIPED_STILL_11.jpg)
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02
Apple Small Business
The first dedicated space on Apple.com for small businesses (SMBs). In the past Apple simply had a “Business” section that catered to businesses of all sizes. Now there is a more personalized experience for the different types of businesses they serve.
Check out the site here.
Team: Apple Marcom
Role: Visual Design, Screen Design
Art Director: Lydia Ortiz
Designers: Myself, Candice Ralph, Willie Shaw
Site Development: Kettle
![](https://freight.cargo.site/t/original/i/7fab8d28c0f399f8559371ba7d97bb93153ccd26e4b09874623117dacb68aed6/APPLE_SMB_02.jpg)
![](https://freight.cargo.site/t/original/i/188b792e158f7fa982b798d3042bf86e24433a5ecc8c59fc9984a8aefe28a03d/APPLE_SMB_03.jpg)
![](https://freight.cargo.site/t/original/i/f3c0e839e5d69f831f987c417ab06a8623a71f926d61c7108abf9ea058211c1e/APPLE_SMB_10.jpg)
![](https://freight.cargo.site/t/original/i/23c2ac6af48bb969515fd1ed675775643ce8c9281893e5f94c87f7274add3dea/APPLE_SMB_11.jpg)
![](https://freight.cargo.site/t/original/i/427c498a41bf61e3cc6702087f1fe407ba5fca13b25ac1d26ccfd722aae9606c/APPLE_SMB_05.jpg)
![](https://freight.cargo.site/t/original/i/0918c2577a8d893e14dccba0b24b9094d14231c2dbe6d5838906a09c9540735b/APPLE_SMB_06.jpg)
![](https://freight.cargo.site/t/original/i/ab2799f2d0846799ebf3d481ca8036599c1967a2dc4b2abe72266bcd6977b314/APPLE_SMB_04.jpg)
![](https://freight.cargo.site/t/original/i/04dd7755eee6fbb9e6aa7ff86b387edad18e707a90587eeabb8cd180b4d3e796/APPLE_SMB_07.jpg)
![](https://freight.cargo.site/t/original/i/b6a7c052f0ff71675e50166a88dae53692c77ffb214cc817f75fbc5a21650145/APPLE_SMB_14.jpg)
![](https://freight.cargo.site/t/original/i/635a3d6566ee15d3aae4b8f5b8720f1946ba1c710d7454d0e322c6898b62b015/APPLE_SMB_08.jpg)
![](https://freight.cargo.site/t/original/i/73cad55bc0906eddd8f09b37e520a33074b6a4522188e5fa1d54b3d9dcfba991/APPLE_SMB_09.jpg)
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03
New Heights
New Heights with Jason & Travis Kelce is an original digital series from the NFL’s funniest family duo. I was commissioned to create a series of collages that would serve as the identity for the podcast.
Service: Identity, Collage, Art Direction
Client: Jukes
Agency: Marcy Avenue
![](https://freight.cargo.site/t/original/i/553a9f11bb17cda05bc7ba0168263cd99cdaa6ee9de553e458814212119186d1/NEW_HEIGHTS-05.jpg)
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![](https://freight.cargo.site/t/original/i/fb6fe206009c0237929c14a7d6a0a54bc42eee6a49e875ded238beb6ef8d73ad/NEW_HEIGHTS-01.jpg)
![](https://freight.cargo.site/t/original/i/63899bebabd02151b094f166b4bda9ba3a0e8b8742ffd8c8a2c8a8f43771d888/NEW_HEIGHTS-02.jpg)
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![](https://freight.cargo.site/t/original/i/1312d190bb083cf45efa9d02d00d4f0ede0aa6aa09e1b52f90baf2439ccef4d4/NEW_HEIGHTS-07.jpg)
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04
The Athletic
In 2020, The Athletic partnered with Gretel to bring a fresh voice to sports journalism. Here is a collection of brand executions done in-house at The Athletic for applications across social, digital, print, and editorial.
Service: Brand, Social, Editorial
Client: The Athletic
![](https://freight.cargo.site/t/original/i/b5bef5b85896179c4d8614c7287c25ea1e9b333dfbce774ce06442eddfda893b/THE_ATHLETIC_MCCABE_1.jpg)
![](https://freight.cargo.site/t/original/i/19e9cba5e29fed5d16b10dfbc66fb7ef648e402ecb91eca70a903cf6bd93b9f6/THE_ATHLETIC_MCCABE_2.jpg)
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05
Rosadito
Rosadito is the first canned rosé in Mexico. The team wanted to create a brand that would appeal to a young demographic. The founders wanted Rosadito to be something you could grab and take to the park.
Service: Packaging, Branding, Logotype
Client: Rosadito
![](https://freight.cargo.site/t/original/i/521bbf10f296c023850f2dfcf591d462b71b514f576ff746596eea879cadc65b/ROSADITO_MCCABE_1.jpg)
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![](https://freight.cargo.site/t/original/i/3cd7f645825fc3ee4f6b1aa49496021b6937d1d474de9f1ecb1cb282bc4cc6cb/ROSADITO_MCCABE_6.jpg)
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