Writing Creative Director
Michel Zveibil
Multidisciplinary Creative Lead / US & BR Citizen / English, Spanish, Portuguese fluent / 7th most awarded copywriter in 2011 (Gunn Report), Agency to Watch and Ad Age Top 10 world's best agency member @ La Comunidad / internationalization trailblazer for Latin America @ Apple.
Creative Director at the world's largest company and most valuable brand
in its largest moment for over a decade.
The Stuff
Carnaval Shot on iPhone - Brazil
This was one of Apple's first original campaigns for a specific country and the first for an emerging market: Brazil. Our main challenge was to break the stigma of Apple being a foreign brand with expensive products. We aimed to connect with cultural values authentically, showing appreciation for Brazil while showcasing our products. We shot a Carnaval music video, the world's largest street party, exclusively on iPhone. The video exploded on social media, with positive feedback far outweighing any concerns. The results were so impressive that we were tasked with expanding the campaign for the following years.
Unique in the crowd
Unique in the crowd
Carnaval is yours
Unique in the crowd - Making of
Hurracan Ramirez vs. La Piñata Enchilada - Mexico
Following our success in Brazil, we expanded to our second-largest market, Mexico. We confirmed that authenticity in engaging with a culture leads to positive audience responses. Inspired by beloved lucha libre films from the 70s and 80s, we showcased the iPhone camera's capabilities. These films, blending WWE with Hollywood, featured iconic fighters in surreal plots, highlighting their talents and strengths. The reception was overwhelmingly positive, and we were invited to continue the campaign for another year.
Suerte - Mexico
In our second year, we aimed to delve deeper into the iPhone camera features like optical zoom, low light, high dynamic range, and slow motion. We leveraged the traditional game of Loteria, a Mexican bingo with objects and characters instead of numbers, to tell our story in a surreal Mexican tradition.
iPhone Switchers
This was the first product-specific campaign developed for emerging markets. The challenge was clear: in the USA and other developed markets, iPhone penetration is much higher than Android’s. However, in markets where customers are more price-sensitive, Android outnumbers us 9 to 1. We needed to prove that the iPhone was worth the investment and that Apple's most important characteristic was quality, not luxury. Our campaign using Memojis was so successful that we expanded it from Latin America to every other emerging markets.
Duda - Vem pro iPhone
Duda - Vem pro iPhone
Caio - Vem pro iPhone
Huayzer - Vem pro iPhone
Unfold Your New World - Mac Partners
Apple has many global partners, including carriers, big box retailers, and exclusive stores where Apple lacks a retail presence. Some partners in Latin America felt that US campaigns, especially for Mac, didn't address their audience's needs. Unlike the US focus on the latest and greatest, Latin Americans still need to be persuaded by features and value to make the switch. So, these partners pooled media and production funds, and we created the campaign for them.
Pelé - Farewell
A bitter sweet one. Our farewell tribute to a crazy one, a misfit, a rebel, the man who turned soccer into the global obsession it is today. The King. Pelé. The greatest player of all time—undebatable.
Apple Store Openings
Opening an Apple Store in any country is a big statement: "We Are Here To Stay." I had the chance to open firsts, seconds, and even stores in larger, more established markets. The whole process is mind-blowing, from visiting construction sites to seeing the line of customers form in front of the door for the first time.
Previous lives
Michel Zveibil Writing Creative Director
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