Challenge
Apple asked Think True to showcase Apple Watch Series 10 and AirPods Pro 2 in a way that felt bigger than a tech demo. The goal was to bring fitness and wellness features into a real-world environment and make them feel essential to everyday movement.
Answer
We transformed a Chicago fitness studio into an immersive cycling event. Across three influencer-led sessions in one day, creators tested the latest Apple devices in action. They cycled, tracked their health data, and explored hearing protection features in an energetic, content-ready setting.
Consumer Journey
I designed the journey from start to finish:
Arrival and welcome with personalized touches
Warm-up walks incorporating Apple Pay and Maps
Cycling workouts highlighting Workout app + Hearing Protection
Post-ride debrief in a custom-branded lounge with snacks, juice, and device coaching
Built-in social capture opportunities throughout, maximizing organic content
My Role
I led the consumer journey and creative direction. Lauren Ruiz handled all 2D signage and environmental graphics, while Errison Zeleya built out layouts and renders to visualize the space. Together we created an experience that positioned Apple Watch and AirPods Pro as seamless extensions of both body and mind.