When I saw this Ad for Apple’s new “Designed by Apple in California” campaign I literally stopped what I was doing and read it. That’s how much I love this Ad. I like well designed Ad’s all the time and this isn’t the first Ad to stop me or completely grab my attention. No, this was different and it has nothing to do with me being a Apple-Fanboy. No, this was different in a way that it spoke to me – A Designer. The pride and heartbreak and confusion of this profession summed up in a few short paragraphs.
Most people take a designers job for granted. They assume that the product, sign or website was just “that way from the beginning” but the truth is. It’s a bitch. I know from personal experience that this profession is hard. And I don’t mean physically (though sometimes my installs are just that…. hard.) No, what I’m talking about is personally and mentally, hard. A designer has to come up with an idea. See it to life and protect it. And turn around and squeeze their brain for more creativity. For every project coming to an end, another is starting to boil. This is of course just the path to the finish. And let me tell you the finish is the best utopia you can have without the use of drugs. My goal is and will forever be not about the bottom line, but rather the finished product. Seeing a design go from a late night idea to a sketch pad and then to Illustrator and on to reality. This is why I do what I do. That feeling that I’m making this world a better place visually. This is why I do what I do.
So when I saw that new Ad and opening sequence for Apple’s WWDC 2013. It absolutely stopped me in my tracks. Because this is the best description for what I value in my life and my work.