Apple (Craft-McCann)
Apple Canada Product Launch Support
Crafting localized excellence for a global icon
Four Years Inside the Launch Machine
As a strategic digital partner embedded within Apple’s Canadian Marcom team, I helped shape localized product communications across multiple high-profile launches. From Cupertino's guidance to the Canadian market’s nuances, I worked at the intersection of global brand excellence and regional execution.
SERVICES
Creative production, UI localization, Digital asset management, Team collaboration, Stakeholder alignment
Precision, at Scale
Ensure the flawless digital execution of Apple’s product releases in the Canadian market by aligning global creative intent with local nuances—at pace and at scale.
As part of a vetted Canadian team, I contributed to Apple’s Marketing Communications (Marcom) efforts during quarterly product launches. My role focused on adapting and executing Apple’s global creative for Canada’s unique linguistic and regulatory landscape—across web, mobile, retail, and large-format print marketing for all Apple product launches.
In this high-trust, high-stakes environment, execution is everything. I worked closely with Apple’s international stakeholders to translate launch assets—literally and creatively—into French and English variations for Canada. This required fluency in Apple’s visual and tonal language, as well as deep respect for its production standards, timelines, and hierarchy of detail.
Discipline, Not Decoration
French-language campaign assets adapted for the Canadian market—fluent, compliant, and on-brand.
Working inside Apple’s tightly structured workflow required equal parts discipline and design fluency. From messaging reviews to asset builds, I ensured every file shipped met Apple's global standards—down to the pixel.
This wasn’t a creative sandbox—it was a precision runway. Every component was governed by tightly defined grids, hierarchy rules, and legal constraints. I operated within Apple’s internal systems to deliver files that felt invisible in the best way: indistinguishable from Cupertino originals, but locally relevant and legally compliant.
Precision in Motion
Each product launch followed a rigorous, confidential process with built-in cycles for reviews, sign-offs, and quality control across multiple departments.
I participated in structured workflows for each campaign, including brief ingestion, localized design adaptation, accessibility verification, legal language review, and handoff for QA and deployment. Tight coordination with Apple’s internal teams and external production partners was non-negotiable—and delivered on time, every time.
Working with Apple showed me that creative leadership isn’t always about invention—it’s about clarity, systems thinking, and the invisible craft of getting it exactly right.
Pixel-Perfect, Region-Ready
The final deliverables were indistinguishable from Cupertino-crafted assets—only regionally accurate. From CTAs to typography adjustments, everything was pixel-perfect and locally correct. No flourish, no signature—just Apple, rendered with precision.
From global concept to local execution—every pixel, every word, delivered with purpose.
Product Images
“There’s no ego in work like this—just an obsessive respect for the craft, and the privilege of contributing to one of the world’s most consistent creative systems.” — David Saa
Proudly Part of the Process
"Thanks to David's calm demeanour and sharp eye for detail, he was a welcomed contributor to many highly demanding and time-sensitive workshops. His blend of creative and technical expertise made him a vital member of the studio."
— Domenic Macri, Release Operations & Technology Lead
This was Apple: no headline metrics, no public dashboards—just quiet excellence, measured internally.
Contributed to quarterly launch cycles with perfect delivery records. Localized assets for two official languages, across platforms. Built trust across time zones, disciplines, and brand guardianship teams.
On-Time Launch Delivery
Cross-Team Approval Rate
